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Hayleys Agro, one of the most innovative and globally acclaimed companies in value added fruits and vegetables sector wanted to launch a unique coconut product brand that would carve a niche in the category.
Coconuts are rapidly gaining popularity as a health food worldwide. While their natural allure is undeniable, factors such as ethics, sustainability, and core values significantly influence consumer preferences. Our challenge was to craft a brand that seamlessly embodies all these principles in its value proposition.
We have the distinct advantage of possessing pristine water resources, adhering to cruelty-free and sustainable farming practices, and, most significantly, leveraging the rich heritage of Hayleys Agriculture as a foundation. Being the newest player, we had to keep it simple, comprehendible but still powerful enough to earn mind space.
Our proposition was straightforward but based on important cognitive triggers: Ethical, Natural, and Healthy. By embodying these three pillars visually and textually, combined with a robust marketing strategy, we're confident in the brand's success.