Vita Coco has been a leader, since 2004, in bringing coconut water to the mainstream market and identifying it as a healthful drink made from real, simple ingredients. It is now distributed in 30 countries. Interesting Development set out to bring a natural, innocent and good-natured approach and feel to the Vita Coco brand, starting with a package redesign. Drawing inspiration from vintage fruit lugs — the boxes farmers would ship their goods at time before processed foods — Interesting Development evolved Vita Coco’s logo, packaging, and overall identity to be more in line with these qualities.
