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Zifei Ding

BFA in Graphics — Graphic Design
Course:
GPRT-252 Communication Design 4: Identity Systems
Faculty:
Christian Perez-Morin

Coconut Palm(YESHU) Beverage Rebrand

For this entire term rebranding project, I chose a Chinese beverage brand called Coconut Palm. Coconut Palm's Coconut Milk has very high sales and good reviews in China, but due to the limitations of their Chinese packaging and marketing strategy, they could not enter the international market. I think their products' organic and additive-free features are the advantages. So I focused on emphasizing the natural and organic characteristics, making the visual elements look non-aggressive.
Learning Outcomes:
A brand that has a very good product but does not focus on building its brand image will lose a large number of target users. Coconut Palm can only increase its awareness in China by word of mouth and cannot even enter the market of other countries due to the limitation of packaging and inappropriate advertising. Therefore, when branding, it is important to find brand strengths and target customers in order to build brand image and marketing strategies more precisely and efficiently.
Project Website:
https://zifeiding.myportfolio.com/yeshu-rebranding-proj-student-work