Raw C
CASE STUDY
Australia's leading brand of natural coconut water, milk and oil products, sold internationally.
OVERVIEW
Since 2022, I've been engaged with the Raw C brand to maintain and grow their brand presence.
BRAND STRATEGY
BRAND MESSAGING
VISUAL IDENTITY
PACKAGING DESIGN
ADVERTISING
CONTENT
SALES PRESENTATIONS
SIGNAGE
STATIONERY
MERCHANDISE
Brand refresh
Taking on the Raw C brand meant sharpening its identity—clarifying its visual assets, messaging, and design system to create a stronger, more cohesive product lineup.
This brand refresh streamlined typography, reduced font clutter, and introduced a refined, more purposeful type system. A new set of core brand messages and the introduction of Meeco, Raw C’s new mascot, added personality and consistency. But beyond aesthetics, this was a strategic shift. One that transformed how Raw C shows up in the market, especially on shelf, that has the stage for real impact.
Packaging
Raw C commands attention on the supermarket shelf with its bold teal branding and distinct tribal island aesthetic—perfectly reflecting its rawsome, coconutty personality. So the goal has only ever been to amplify this and maintain it's distinctiveness on the shelf.
With a strong market position, Raw C is also constantly expanding its range. Our packaging efforts have brought greater consistency across product variants, refreshing over a dozen existing products while seamlessly introducing nearly a dozen new ones. The result? A more unified, standout presence that reinforces the brand’s identity at every touchpoint.
Better branding
outcomes
Since partnering with Raw C, the brand has experienced explosive growth, both in Australia and beyond. New products continue to hit shelves in every major supermarket nationwide, while an expansion into the USA marks an exciting new frontier.
Raw C’s flagship 1-litre coconut water now dominates the category, holding a 31% market share, 44% market penetration, and a loyal following of 100K social media fans. The results don't lie when you have a great brand and great product that consistently sells out on shelves—even when competitors slash prices. What can I say, it's rawsome!
