A “divinely creamy dessert,” Coconut Bliss dairy-free ice cream was made from plants long before millennials and Gen Z drove the recent invasion of plant-based foods on retail shelves. Made from coconut milk—chosen for its natural, creamy nature—Coconut Bliss ice cream products were introduced by the Eugene, OR-based company in early 2005. Coconut Bliss offerings include ice cream in pints, ice cream bars, and ice cream cookie sandwiches that are USDA Certified Organic and Non-GMO Project verified. Every product is also certified vegan and gluten free.
Despite its proven plant-based cred, the recent explosion in competition for the plant-based, dairy-free consumer caused the company to rethink its decade-old branding and packaging. “We needed to reestablish our expertise in the category with authority for loyal consumers and create ‘shelf pop’ for new audiences,” explains Coconut Bliss Director of Marketing Darcey Howard.
The redesign, done by Revolution Design Group, carries through the exotic nature of the brand’s ingredients while adding flavor cues, sourcing indicators, and culinary inspirations, all meant to reflect the super-premium quality of the company’s creations, says Howard. “The evolved packaging was designed to visually reflect the vibrant, rich taste and high-quality ingredients of each Coconut Bliss product,” she adds.
Replacing a scroll-patterned background, brightly colored illustrations of coconut leaves now surround the logo along with images of the raw ingredients, such as cubes of caramel, cherries, and coffee beans, found in each flavor. For the new logo, Howard says Coconut Bliss retained its “signature bindi shape,” simplified the graphics, increased the prominence of the words Coconut Bliss, and used a solid-gold background to signify the brand’s premium status.
