Coconess

The status of coconut oil in urban Indian homes has been receding steadily over the past decades. Refined, hydrogenated vegetable oils hold the sway when it comes to consumption of edible oils. Clouded by misconceptions that coconut oil is highly saturated and therefore unhealthy, it has been sidelined in mainstream usage. However, in Kerala and other coastal regions, it is still used widely.

Virgin coconut oil, a form of coconut oil whose extraction involves zero heat extraction and zero chemicals continues to be used in Kerala homes. In Kerala, people even produce virgin coconut oil at home for their own consumption. Virgin coconut oil (VCO) is rich in medium-chain fatty acids – these special compounds boost immunity, improve metabolism, and help lose excess fat. VCO is in fact, the best natural source of lauric acid, which is also found in mother’s milk.
The design strategy for Coconess, the VCO brand was to focus on creating personable character – the happy coconut! With a smiley face, the coconut communicates a simple thought behind the brand – Coconess brings happiness into your life with all its goodness. It is really a way of being. While white denotes the purity of the product, brown stands for the outer shell of mature coconuts. A tiny booklet dangled on the neck of the glass jar in which Coconess is contained, gives a peek into the brand philosophy.