THE PROBLEM
ZICO lacked a cohesive premium identity, making it hard to stand out in
the crowded health beverage market. The brand did not match their aspirations.
THE SOLUTION
New Brand | New Logo | New Packaging | New Merchandise | New Social Media
Product Design & Development, Brand Identity, Rebrand, Logos, Packing, Social Media Content
Tools | Adobe Illustrator, Photoshop, GenAi, Firefly, Express
ZICO Coconut Water struggled to visually and experientially reflect the premium image it aspired to. Through a complete rebrand, I redesigned the logo, packaging, and social media identity to align with ZICO’s mission of health, wellness, and high-quality hydration. This transformation emphasized elegance, originality, and eco-conscious design positions ZICO as a lifestyle choice for health-conscious, upscale consumers rather than just another drink on the shelf.
ZICO REBRAND
OVERVIEW
2025 Project
Date
My Role
Rebrand Process | Four Major Steps
Discover
Market Competitor | Vita CoCo
Discover
Define
Design
Deliver
Zico’s main message revolves around health, wellness, and premium hydration. The brand emphasizes its role as a natural, sugar-free alternative to the traditional sugary drinks that are everywhere. Zico caters to all their consumers who prioritize their physical and mental well-being. Zico’s created many tag lines yet their main one says, “What water wished it was.” ZICO inspires individuals to embrace a balanced, active lifestyle with hydration that matches their elevated standards. Its marketing focuses on quality, sustainability, and the benefits of choosing a premium product, appealing to health-conscious, affluent consumers who value premium flavour with eco friendliness in mind.
Conducted a full brand audit and competitor analysis to understand why ZICO’s identity lacked premium appeal and where it could improve.
ZICO's Brand Critique
Logo: The logo is simple and clean, which aligns well with a premium brand image. However, the sideways orientation makes it feel less professional and even slightly outdated, especially when compared to its competitors. Some of Zico's previous designs have had a more polished and premium feel, which could be worth revisiting.
Packaging: The packaging is comparable to, if not worse than, some of its competitors who sell at significantly lower price points. For a premium product, the packaging should exude sophistication and uniqueness to justify its higher cost and stand out on shelves.
Color Palette: While the colors are not bad, they fail to make the brand stand out in the competitive coconut water market. A more dynamic or distinct color palette could strengthen brand recognition and better convey the product’s premium positioning.
Brand Positioning: ZICO positions itself as a premium, health-conscious, and eco-friendly coconut water brand, but its packaging fails to reflect these values. The design doesn’t convey a premium product or highlight the health benefits and sustainability it promotes. This makes it harder for the brand to fully resonate with its target audience of health-conscious, eco-aware consumers.
Social Media: ZICO’s Instagram is decent, but their other platforms lack personality and fail to capture the refreshing, summer vibe that would attract and engage their target audience. This limits their ability to foster a loyal community and promote consistent sales. To grow and expand effectively, Zico needs to revamp its social media presence with vibrant, engaging content that aligns with their premium and health-conscious brand image.
Define
Identified core brand goals—cleaner visual identity, elevated shelf presence, and stronger alignment with health-conscious consumers.
Zico's potential to dominate the market lies with redefining its premium image and targeting health-conscious, upscale consumers, where they can sell the lifestyle instead of selling the drink.
Zico Coconut Water has the potential to be a major force in the coconut water market, but it has yet to fully capitalize on its strengths. Currently, the category is dominated by Vita Coco, a widely recognized brand with a playful, budget-friendly aesthetic. While Zico recently underwent a rebrand, its new look still fails to communicate the premium quality of the product. Despite being priced higher than competitors, Zico does not visually or experientially reflect its premium positioning. To compete effectively and establish itself as the superior choice, Zico must undergo a strategic rebrand that highlights its quality, health benefits, and eco-conscious values, while expressing their premium aesthetic to the world. Additionally, its weak online presence has made it less competitive since parting ways with Coca-Cola. Now is the time to reclaim market share and position Zico as the go-to premium coconut water brand.
Design
Redesigned the logo, packaging, and social media visuals using minimal, modern elements that reflect purity, quality, and lifestyle branding.
Logo Redesign
Embrace the Brand & Logo Rationale
Taglines & Slogans
GenAi Posters
Change in font: The previous font for the zico logo looked very playful and not serious enough for a premium company.
Change in color: The original color of the zico logo was white which did not help to stand out from the other 3. rain drop effect
Rain drop effect: For the 'C' and the 'o' in the updated zico logo, there is a little design on both letters which adds to the premium aesthetic. I created this by using the design of a rain drop and putting it inside the letters.
Their current slogan is stated, 'what water wished it was'.
New Slogans
Alternate Logo (Original): Originally, zico does not have an alternate logo and i thought that incorporatinf the word original in the logo would allow it to strive in the market as people will see that it is above and ahead of the other competitiors. it is also placed in a very subtle yet aesthetic manner.
Zico's previous tagline is good and has good context, yet the tagline emphasizes their focus on beating other drinks such as water, displaying how their product is more healthier and tastier, yet with this rebrand they need to start focusing on be reaching the top of the market within coconut water drinks as well. this is neccesary to further grow themselves in the coconut water market.
Overall, the new logo aids the brand to embrace their premium quality products and brand. the originality added to the logo allows it to strive ahead of the competitors and the logo being more noticable will help people recognize the logo and understand the lifestyle that comes with buying zico.
'Where original coconut water lies'
'The start to a premium life'
'A premium awakening'
Social Campaign Strategy
Collaborate with influencers that are posting content in the health/aesthetic vibe, to display zico's premium coconut water and the lifestyle that comes with it.
Create posters and advertisments that help to push the premium aspect of zico. display the summer, tropical vibes that you recieve when drinknig zico. pushing advertisments will reach further audiences and let people know the impact of zico.
Post videos on the social media platforms that show the process of zico coconut drinks and the behind the scenes of all the product making. the effort put into making each drink.
Created a cohesive brand system that connects packaging and digital content, ensuring ZICO stands out as a premium, health-forward product.
Process Rough Work
THANK YOU!
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Deliver
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