Snacoco
Brief & design process:
Snacoco was created to challenge the idea that healthy eating has to feel restrictive. What started as a simple plant-based snack concept had the potential to become just another functional product, competing on ingredients, flavours, or price. Instead, the goal was to transform it into something more meaningful: a lifestyle-led brand that people connect with emotionally, not just rationally.
To achieve this, the brand was developed through my Brand Elevation Method a three-phase process of Discovery, Strategy, and Design Execution. This approach ensured that every decision was grounded in meaning, allowing the final outcome to feel intentional and cohesive. Rather than designing for aesthetics alone, the focus was on building a brand people would believe in, not just buy from.
The discovery and strategy phases were key in uncovering the truth behind the brand. By exploring why Snacoco exists and what it stands for, a clear foundation was established, defining the brand story, positioning, tone of voice, messaging, and target audience. At the core of it all was a simple but powerful insight: healthy living should feel joyful, not restrictive. From this, a clear vision emerged, to shape a culture where wellness feels natural, not forced. This led to a positioning centred around being a flavour-first, plant-based snack brand that makes healthy living feel like something you crave, not something you compromise for. The tone of voice followed naturally, leaning into something optimistic, playful, honest, confident, and uplifting.
With this strategic clarity in place, the focus shifted to translating meaning into a visual identity. One of the key opportunities was to create a distinctive brand element that could extend beyond a traditional logo, something simple, recognisable, and ownable across different touchpoints. Coconut, being the core ingredient, also became the most recognisable and ownable visual within the category. Rather than illustrating it in a literal way, it was reinterpreted into something more iconic. By arranging two coconut halves to form a subtle “S” shape, the brand gains a mark that feels both intentional and memorable, connecting back to the name while remaining visually simple and flexible.
Services
Logo Design, Visual Identity
Client
Snacoco
The colour system was designed to reflect the balance at the heart of the brand. On one side, natural, grounded tones represent simplicity and ingredient-led honesty. On the other, vibrant, expressive colours bring in a sense of energy, flavour, and enjoyment. Together, they create a palette that feels both nourishing and exciting, reinforcing the idea that healthy living can be approachable, expressive, and enjoyable.
Typography followed the same principle of balance. A more playful, expressive style is used for headlines to bring personality and warmth, while a clean, rounded typeface supports readability and clarity across applications. This combination reflects the tone of voice, approachable yet confident, light but intentional.
The photography direction was designed to move beyond simple product representation and into something more sensory and emotive. By combining clean, minimal compositions with close-up textures and natural lifestyle moments, the imagery allows the product to be experienced rather than just seen. This approach reinforces the brand’s core belief, that feeling good should be both effortless and enjoyable.
Through this process, Snacoco evolved from a functional snack idea into a lifestyle-driven brand. One that doesn’t just communicate what it is, but how it fits into someone’s life, shifting the focus from product to experience, and from choice to connection.
