Cocoonuts

About:
Cocoonuts is a conceptual insect-infused trail mix brand designed to appeal to the health-conscious consumer seeking high-protein, sustainable snacking options. I led the full scope of brand development — from packaging design using biodegradable materials, to a complete brand identity system, graphic standards, business system, and a process manual documenting the creative journey from concept to execution.

Team:
Independent contributor — sole designer on the project.

Challenge:
Design a compelling and approachable visual brand for an unconventional consumable insect-based food product that successfully communicates nutrition, flavor appeal, and environmental responsibility through biodegradable packaging. The core challenge was overcoming consumer hesitation around the product's novelty while maintaining brand credibility and desirability.

My Process:
I developed a minimalistic visual identity strategically positioned to resonate with a lifestyle-driven, health-conscious audience, specifically consumers who gravitate toward premium wellness brands. The design language was crafted to feel familiar and trustworthy within that market space, reducing the perceived barrier to trying an unconventional product while reinforcing its nutritional and eco-friendly value propositions. Please read the entire graphic standard below to see what other merchandise I’ve designed. If you’re interested in learning more about my design process throughout this project, read through the process manual.

Result:
Successfully designed a modern and appealing visual brand identity with merchandise, a website, a business system, and out-of-home advertising for an insect-consumable food product.

Duration:
3 months — concept through final deliverables.