Cocomi is an organic Sri Lankan coconut company selling their delicious products in over 12 countries and growing. Working with the Global Marketing Director, I guided Cocomi on their brand story, tone of voice and copywriting across their global marketing collateral.
In a competitive category of health-oriented, often clinical brands, Cocomi is warm, family-run and full of heart. They’re a real agricultural community, supporting traditional organic farming methods which have been used in Sri Lanka for hundreds of years. Together, we revamped their story so that it reflected their family history and focus on conservation, while feeling like a fireside tale. We then took this tale across a trade brochure, now translated into nine languages, and the entire global product range.
After running several brand workshops to explore the history and future direction of Cocomi, it became apparent that what set this brand apart was their family history, place within Sri Lankan agriculture and the community they had created on their farms. We focused the storytelling on Cocomi’s journey into traditional, organic farming, their community and the difference it makes to the final product.
Tone of Voice
Taking inspiration from Rudyard Kipling’s “Just So” stories, abundant Sri Lankan joy and the lilt of Sinhalese English, I wrote a warm tale to serve as the basis of communcations moving forward. As a budding organic brand with a century of family history behind it, we wanted the tone to be inviting, warm, and approachable while conveying expertise.
The new brand story has facilitated change within Cocomi, most noticeably in relationships with wholesalers across the world. As a result of sharing the brand story through brochure, packaging, and the provision of marketing materials for consumers, the wholesalers now understand the benefits of the Cocomi range far better. As a result, there’s been a global increase in sales, and Cocomi can now articulate the value they add to their products in a simple, inviting and friendly way.