This conceptual packaging project explores two visual directions for a coconut water brand. While both concepts have a tropical refreshing look, their visual presentations evoke very different feelings that I wanted to explore.

After learning about the gigantic fascinating Coconut Crab, a crustacean that can commonly be found in most regions which have coconut trees, I was inspired to create can packaging designs that use a coconut crab illustration as the hero element. Both visual directions have vibrant color systems that draw from tropical aesthetics, but differ in typography, structure and design elements. In addition to creating two creative directions, I show color variations for both designs to demonstrate brand extensions, and how each concept would scale across complete brand ecosystems.

The first approach, "Coconut Crab," employs a structured grid system and more refined typography to create a premium positioning with sophisticated shelf presence. Clean lines and organized hierarchy give this version an elevated, almost architectural feel that speaks to discerning consumers.