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Coconut water for kids strikes the right balance

Vita Coco Kids coconut water builds upon the established brand identity of the original Vita Coco product while adding whimsical, kid-friendly touches.

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A recently launched line extension for Vita Coco Coconut Water brings fun and functionality to the children’s beverage aisle with package graphics that marry the tropical heritage of the core brand with kid-friendly characters and humor, while appealing to health-conscious moms. 

Vita Coco Kids was introduced in July 2012 as an all-natural, functional alternative to sugary, artificially flavored kids’ drinks. The three-flavor line is packaged in a 6-oz Tetra Pak Tetra Wedge Aseptic carton, a triangular-shaped format with an attached, easy-to-insert straw that is new to the North American market.

To strike the right balance between Vita Coco’s established brand identity and the new kid-focused line extension, Vita Coco worked with brand design and development firm Moxie TM. “Translating the distinctive Vita Coco brand voice and bringing it to life in the kid’s category required finding just the right tone,” says Tammy Vaserstein, Creative, Principal, Moxie TM. “We wanted to retain the whimsical and quirky personality of the core brand, but in a kid-appropriate way that balances the better-for-you message for parents, while being fun and engaging for kids.”

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