Project Overview:
Cocoya is a tropical-inspired haircare line focused on curly, coily, and wavy textures. The brand needed a strong identity to stand out in a space that often overlooks textured hair. The work included brand positioning, visual identity, and packaging across the full product range.
Objective:
The goal was to develop a fresh and grounded visual identity that speaks directly to people with textured hair. The brand needed to feel warm and caring but also modern and bold enough to claim space on the shelf and online.
Challenges:
The visual direction had to balance clean beauty cues with a vibrant tropical feel. Another challenge was creating a flexible system that could scale across print, packaging, and digital without losing clarity or personality.
Design Process:
Kip explored a visual language inspired by natural elements like cocoa butter, plant oils, and earthy tones. The logo was designed with a soft, handwritten script to feel personal, while the color palette leans into nature with greens, browns, and creamy neutrals. Typography and layout were kept clean to support clear communication without clutter.
Outcome:
The final identity blends softness and confidence. Packaging feels calm but distinct, with colors that feel rooted in the product story. From Instagram stories to product labels, the brand system holds together and speaks with one clear tone.
Key Achievements:
The design direction helped push the product visuals closer to premium beauty without feeling cold or minimal. It gave our team a strong example of how storytelling, type, and color can come together to shape brand trust at first glance.
