Cocona corporate identity – a case study

Earlier in the year I was working on a corporate identity for ‘Cocona’ a new St Albans-based business. The business sells cool, contemporary, outdoor, rattan furniture.

So I sketched out dozens of different logo options – these are just a few. Cocona is the name of a tropical fruit so there was a little detour around considering references to fruit and seeds. And whilst trying that option, I discovered that the letters of the company name happened to all be letters that could primarily be made from circles. So finally, a minimalist rendition of letters made of circles was the option that the business partners and I wanted to go for.

I fine-tuned the details of the shapes and thickness of the letters – whether the ends of the letters should be rounded or flat – and eventually we settled on this final logotype.

The palette of chocolate and turquoise having been chosen, the next challenge was how to produce printed publicity – in advance of receiving the furniture – using the low-resolution photographs supplied by the manufacturer. The solution I came up with, was to use moo business cards. The photographs were crisp – so long as they were reproduced at small business-card size. Moo uses variable print technology, which meant we could economically print up to 50 different images on one side of the business cards. Contact details were on one side, and on the reverse, where we could have innumerable options, we had about 20 different images of the products, together with a few type-only options.

So now the Cocona team can fan out their business cards and the full range of their furniture can be displayed.



If my garden and patio wasn’t littered with bikes and canoes, I’d be picking out some of this furniture for myself for the summer, because they have some gorgeous stuff.