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.
By Dan Frommer on Saturday, March 12, 2022 at 8:00 am
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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