Coco Fruit: Redefining Coconut Water Packaging

A Modern and Authentic Design by Taiam Ebert

The Coco Fruit design, created by renowned designer Taiam Ebert, draws inspiration from visual illustrations depicting traditional agricultural activities in northeastern Brazil and traditional folk art. The use of repetitive elements forms a captivating pattern that adds a retro feel to the packaging. Ebert's intention was to create a design that not only stands out on the shelves but also pays homage to the rich cultural heritage of Brazil.

What sets the Coco Fruit packaging apart is its collaboration with the customer throughout the design process. Ebert, along with the design agency Inketa, worked closely with Coco Fruit to develop a new logo, packaging, and promotional items. The result is a modern and attractive logo that effectively conveys the purity and authenticity of the product's prime ingredient.

The realization of the Coco Fruit packaging was made possible through the use of advanced printing technology at Tetra Pak. Ebert and the design team intentionally incorporated a registration problem into the design to give it a handcrafted appearance. This attention to detail adds to the overall charm and uniqueness of the packaging.

The Coco Fruit packaging specifications include the use of the Tetra Brick Aseptic Square 1000ml by Tetra Pak, ensuring the product's freshness and longevity. This choice of packaging not only enhances the visual appeal but also maintains the quality of the coconut water inside.

One of the standout features of the Coco Fruit packaging is its interactive element. Each package comes with a unique code that allows consumers to track the origin, production date, and other relevant information about the coconut water. This transparency adds to the overall consumer experience and builds trust in the brand.

The Coco Fruit design project began in February 2013 in São Paulo and was completed in December 2013. Throughout the process, Ebert and the design team conducted extensive research into Brazilian folk culture and arts. This research helped them understand the development and printing processes used in the northeast region of Brazil, which served as a major source of inspiration for the design.

One of the main challenges faced during the design process was to make the industrial-scale Tetra Pak package appear handcrafted. Ebert and the team successfully overcame this challenge by incorporating intentional registration problems into the design, giving it an artisanal touch.

The Coco Fruit packaging design, developed by Inketa, has received widespread acclaim and recognition. It was awarded the Iron A' Design Award in 2015, a prestigious accolade that recognizes well-designed, practical, and innovative creations that meet professional and industrial requirements. The Coco Fruit packaging stands out for its integration of industry best practices, competent technical characteristics, and its contribution to a better world.

With its fusion of traditional Brazilian culture and modern design, the Coco Fruit packaging is a testament to the power of collaboration and innovation. It not only captures the essence of the product but also tells a story of heritage and craftsmanship.