The children’s beverage aisle is saturated with sugary drinks packaged with bright colors. When Vita Coco, the best-selling coconut water in the US, decided to extended its line to kid’s drinks, it tapped Moxie TM to bring a different energy to the category. Among other things, the designers added a sign, similar to one found on a beachfront restaurant, hanging off the bottom of the existing brandmark with the
word “Kids” etched in a custom font. A tropical beach scene plays out with palm trees and coconut illustrations with real fruit photography to communicate taste. Tammy Vaserstein, creative, principal, Moxie TM, notes that original, flavor-specific animals highlight the whimsical nature of the product.
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