Independent concept
Kokum & Co.
A Konkan-fruit soda built for the shelf next to the imports.
The brief
Kokum is a sour, deep-red fruit from the Konkan coast. Most people know it as a homemade summer drink, not as something you would pick from a premium fridge.
The brief was a soda that can stand next to imported craft drinks at the same price, without hiding where it comes from.
The ideaLocal fruit, imported confidence.
Instead of borrowing a heritage look, the cans take the colour of the fruit itself, from plum skin to pink pulp, and say it plainly.
A single acid sticker, Konkan grown, does the storytelling. Everything else is set big and quiet, so the can wins the three seconds it gets on the shelf.
Identity system
Logo, palette and type: the parts every application is built from.
ALogo
BPalette
- Kokum skin#3A0B2A
- Pulp#C2185B
- Rind#FFE9F1
- Sticker#B4FF00
CType
- DisplayFraunces BlackWordmark and flavour names
- TextInterBack of pack, nutrition, campaign
Applications
The system at work, on every surface it lives on.
01 / 03Can range
02 / 03On shelf
03 / 03Launch campaign