Premium Thai Origin
Highlight Nam Hom young coconut, natural aroma, sweetness, and Thai agricultural sourcing.
ORX · CoCoCups
Turning Thai Young Coconut into a Scalable Food-Service Product
Developed a clear brand and communication direction for ORX and CoCoCups, positioning frozen Nam Hom young coconut as a convenient, premium, and versatile product for consumers, hospitality businesses, and international buyers.
Premium Positioning
Established a clear premium frozen coconut positioning.
Retail & Business
Created communication for both retail and business audiences.
Expanded Use Cases
Expanded product use cases across food, beverages, hospitality,
and gifting.
Export Communication
Simplified product specifications for international buyers.
Scalable Content
Built a scalable content system for local sales and export
communication.
02 · Project Overview
Building a Clear Market Position for Frozen Thai Nam Hom Coconut
ORX is a Thai food supply brand offering frozen young Nam Hom coconut under the CoCoCups product line.
The product is prepared, shelled, and frozen for convenience while retaining its natural coconut water, soft flesh, aroma, and texture.
The project focused on developing product positioning, social media communication, sales materials, and B2B content for domestic and international markets.
Scope of Work
- Brand and product positioning
- B2C and B2B communication strategy
- Product key visuals
- Social media content creation
- Sales and partnership materials
- Product specification communication
- Hospitality and export marketing content
03 · Challenge
Communicating More Than Just a Frozen Coconut
The main challenge was to communicate that CoCoCups is more than a frozen coconut product.
The brand needed to clearly explain its convenience, premium quality, multiple serving possibilities, and commercial value for hotels, resorts, cafés, restaurants, retailers, and distributors.
It also needed to balance consumer-friendly communication with technical product information required by international buyers.
The communication needed to make the product easy to understand for
consumers while also providing enough commercial and technical
information for professional buyers.
04 · Strategy
Position CoCoCups as a Premium Thai Coconut Solution
We positioned CoCoCups as a premium Thai coconut solution that is ready to serve, easy to use, and commercially versatile.
Business Value
Show how one product can support multiple revenue opportunities, including desserts, drinks, minibars, gifts, events, and local products.
Convenience & Reliability
Communicate ready-to-use formats, frozen storage, consistent supply, food-safety standards, and delivery support.
05 · Execution
A Complete Communication System for Retail, Hospitality, and Export Markets
We developed a tropical visual system using green, cream, blue, and natural coconut imagery to communicate freshness, quality, and Thai origin.
- Consumer product launch materials
- Retail location and availability communication
- Hotel, resort, café, and restaurant sales content
- Partnership and wholesale communication
- Export brochures and product specification sheets
- Menu and serving-idea content
- Product benefit and quality infographics
- Thai and English sales materials
- Food-safety and certification communication
Product Applications
Beverages & Smoothies
Desserts & Pastries
Hotel Minibars
Restaurants & Cafés
Souvenir Shops
Local-Product Shops
Events & Catering
Retail Distribution
Export Distribution
06 · Results
A Clearer Product Positioning That Supported Sales Growth
The project created a consistent communication foundation for presenting CoCoCups across consumer, hospitality, wholesale, and export markets.
Increase in Sales Over 3 Months