Banana Balloon Shenzhen, the agency co-founded by former Tencent ECD Akae Wang, has released a print campaign for IF coconut water, a brand originating from Thailand, who are entering the Chinese market for the first time in 2023.
Adhering to its image of an imported brand, IF wanted to highlight its original English name. Without a Chinese name on the packaging, this poses great barriers to public awareness in the Chinese market, especially as the product is available in remote rural areas.
Banana Balloon Shenzhen’s challenge was how to make the name IF more recognizable. They transformed the static brand logo into a more vivid “brand symbol”, turning the IF font into a creative language to “introduce” IF coconut water. This allows the originally unfamiliar and meaningless name to consumers to become more meaningful and lively.
The concept sparked a wave of user-generated content and even emojis on social media. Within half a year of launch, IF has become the No.1 coconut water brand in China.
Title: A Play of Logo
Brand: IF coconut water
Angecy: Banana Balloon Shenzhen
ECD/Copywriter: Akae Wang
CD/Copywriter: Zita Zou
Head of Art: Ken Lin
Art Director: Azusa Huang
Planner: Tammy Shue
Project Manager: Justin Lu