About Kuii
Kuii is a brand of coconut milk and coconut water–based drinks made with coconut milk, coconut water, and chewy nata de coco (coconut jelly). The name “Kuii” means “green” in the Mixtec language, representing the brand’s focus on natural ingredients. I don’t often drink coconut milk or coconut water–based beverages; however, when spotting the product in retail environments like Walmart, it’s hard to notice or feel drawn to it due to its overall packaging design and product placement. The current design feels visually outdated, combining washed-out photographic backgrounds, cutouts of food, clashing color combinations, and a lack of visual hierarchy. These elements make the product appear not only cheap but also unappealing to enjoy.
Competitors (EXAMPLES)
Naked, Vita Coco, Pacific Foods
The positives are that they incorporate tropical elements into their design. There’s a strong emphasis on blue and green tones, which effectively reflect the nature of coconut water and its refreshing qualities. The design is simple, straightforward, and minimal, helping to avoid overcrowded compositions. However, this simplicity can also be a drawback, as many of the designs tend to repeat the same aesthetic and visual language.
Inspiration and Mood board
The goal is to convey a tropical influence within the brand logo and packaging. Therefore, I gathered a mood board that represents a design approach that will be abstract and illustrative while emphasizing organic, blocky simplicity and structure.
Kuii x Atlanta Track Club
I envision Kuii’s rebrand aligning perfectly with its sponsorship of the Atlanta Track Club, showcasing the brand as a vibrant supporter of active lifestyles and natural performance. At each seasonal race, runners could refuel with chilled Kuii beverages at branded hydration stations, surrounded by bold, energetic visuals that reflect the brand’s refreshed identity. Through this partnership, Kuii becomes more than just a drink as it represents natural recovery, community, and the shared passion for movement and wellness.
