Challenge:

IF coconut water, originating from Thailand, is entering the Chinese market for the first time in 2023. Adhering to its image of an imported brand, IF want to highlight its original English name. Without a Chinese name on the packaging, this poses great barriers to public awareness in the Chinese market, especially as the product reaches remote rural areas.

Creative Solution:

How to make the name IF more recognizable?

We transformed the static brand logo into a more vivid "brand symbol", turning the IF font into a creative language to "introduce" IF coconut water. This allows the originally unfamiliar and meaningless name to consumers to become more meaningful and lively.

The concept sparked a wave of user-generated content and even emojis on social media. Within half a year of launch, IF has become the No.1 coconut water brand in China.

A product without a Chinese name in China is very difficult to penetrate the offline channel.

It will usually be placed in "stores with international products rather than the usual channels".

A Chinese name is even more necessary for this product to reach second and third tier in Chinese cities.

Benefit from the premise that the epidemic has made coconut water a hot seller.

Adhere to the original imported if coconut water from Thailand, choose to communicate with the brand logo, successfully entered the Chinese market.

And in just half a year it became the first coconut water brand with the highest production rate in the market.

We used of if typography, i and f, in a variety of combinations, cleverly conveys the dual graphic design of the logo and the typography, which is both a branding communication and an interesting message as an advertising communication.