Jax Coco
Premium Coconut Water with Style
Redefining and Deepening a Hip & Healthy Brand Territory
The Brand
Jax Coco is a premium coconut water brand founded in Hong Kong in 2012. From London to Miami, it is the epitome of chic and healthy beverages. Top tier on- and off-trade stockists include Four Seasons, Harvey Nichols, Starbucks or Cathay Pacific.
The Challenge
The brand was facing intense price competition from local players while its stylish DNA was not clearly communicated to the customers.
Our Solution
We conducted a global brand diagnosis across Europe, the US and Asia and identified the opportunity to carve a unique brand territory around the concept of fashion & lifestyle in a commoditised market. Over the course of the next 12 months, we partnered with Jax Coco and provided strategic consultancy, driving their global marketing team to distill a new narrative across all the brands' assets and touch points, from packaging to imagery, website, trade shows, events, KOLs and PR campaigns...