Clever Coco: Pure Joy

Note: The ████ brand is too cool they don’t want to reveal their name for free. So we hide it behind the censor bar / pixelated, but it looks awful then we decide to give it an imaginary brand name: Clever Coco.

Credit | Creative director Vuong Nguyen Designer Vuong Nguyen, Thien Huong Ngo Project manager Nhan Tran, Vy Nguyen

The Coconut’s Kingdom

Bến Tre is also known as the ‘capital of coconut’ or ‘the coconut province’ or somebody love to call it ‘the coconut’s kingdom’, since its history bound with this amazing plant.Though coconut trees can be found nearly everywhere in the country, but only coconut Xiêm is the most famous famous for its deliciousness.

Located in the southwestern of the Mekong Delta, about 90km to west of HCM City, Ben Tre has long been famed for its specialty coconut Xiêm.

The concept: Pure joy

There is nothing compare to cold, fresh and delicious as juice from a tip-chopped green coconut Xiêm during a hot day. A source of joy as pure as raw and untouched coconut itself. People at Mekong Delta also used coconut leaves as multi-purpose material in their daily. One of usage is building beautiful wedding arches, all done by hands by most skilled farmers in the village. There is a documentary video below of how they preparing for a wedding at Mekong Delta. And that’s where the source of our design inspiration come.

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We learn from videos found on Youtube and tested several combination pair of colors and graphic elements. Duo-tone is not enough to make the pack vibrant, so we decided to use 3 color to simulate the chess board effect instead.

When the joy of deliciousness marry to a hand-crafted piece of art, there is pure joy. You are not just drinking the pure of the most famous Green Xiem coconut juice from Ben Tre but also enjoy the culture of craftsmanship of the local farmers there.

In your hand is a Pure Joy limited edition coconut prisma pack, crafted and brought to you by ████/Clever Coco x NYF.

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The concept was not coming through due to several reasons, but we are still happy to continue to build it up and bring it into light. To celebrate the creativity and diligence of Mekong Delta’s farmers, especially local farmers in Ben Tre who great at hand crafting.

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P.S: We don’t expect to see it in real life under ████ brand, but if it does, that is another story to discover.