Branding and Packaging for an eco-friendly household product

The name: We began with an attribute exercise to understand the elements we want to convey with the brand. After several iterations, we arrived at Coco Custo.‘Coco’ comes from coconut, the detergent’s core ingredient. It speaks to the natural ingredients used to create the detergent and integrates eco-friendliness in the brand name.‘Custo’ is a nod to the brand’s oceanic beginnings. It is inspired by Jacques Cousteau, a French naval officer who was an avid marine conservationist and researcher.

The logo: Because the brand’s goal is to save marine life and protect the ocean, we incorporated both a wave and a coconut tree within the letter C in the logo. We worked with negative spaces to create a subtle nod to the brand story.

The packaging: We created a visual style where the packaging comprises different shades of a single colour.