Executive Briefing

When the rebrand doesn’t hit the mark

...Try again! Coconut Bliss is now Cosmic Bliss — with big new plans and a retreat to more familiar packaging.

Coconut Bliss rebrands to Cosmic Bliss
Coconut Bliss / Cosmic Bliss

When Coconut Bliss, the pioneering non-dairy ice cream company, launched a major visual rebrand last year, I was an immediate fan.

Featuring bright, colorful cartoon faces, the new packaging moved away from the brand’s long-running hippie, jungle-y aesthetic and felt fresh and unique. I wondered if it might have a similar impact on the brand’s growth trajectory as, say, Rxbar’s famous packaging redesign, and made a note to check back.

A year later, it’s gone.

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Dan Frommer

Hi, I’m Dan Frommer and this is The New Consumer, a publication about how and why people spend their time and money.

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