Case Study · Brand Identity
Building Mtc Freshco — a premium coconut oil brand rooted in Kerala.
01The Brief
A heritage product that needed a modern face.
Mtc Freshco makes cold-pressed coconut oil from premium Kerala coconuts — naturally sourced and traditionally made, and stocked in some of the finest supermarkets in the state.
The product was already premium. The packaging wasn't saying so. On a crowded shelf full of look-alike green-and-white oil packs, Freshco needed an identity that honoured its traditional roots while speaking to an upper-middle-class buyer who values clean, contemporary design — and who will pay more for purity they can trust.
- 01Justify the premium
Make the higher price feel earned at first glance.
- 02Keep the heritage
Stay recognisably Kerala, traditional and honest.
- 03Look modern
Clean, confident visuals for a discerning urban shopper.
- 04Win the shelf
Stand apart from generic coconut oil packaging.
“Raw & Unrefined”
Nothing added, nothing taken away —
the brand had to feel as pure and honest as the oil inside the bottle.
02Strategy
Purity you can see on the shelf.
Most coconut oil brands shout about price and quantity. We positioned Freshco on purity — cold-pressed, unrefined oil from Kerala's own coconut groves, made the way it always has been.
That idea shaped the “Raw & Unrefined” line, the hand-drawn coconut-grove illustrations and a fresh, natural colour palette.
Cold-pressed, unrefined and free from additives.
Traditional methods from a trusted Kerala mill.
Oil that tastes and smells like fresh coconut.
Honest claims families can rely on every day.
Quality worthy of the finest supermarket shelves.
03The Logo
A fresh script with a coconut at its heart.
The Freshco wordmark is a bold, hand-lettered script with a crisp green outline — friendly, energetic and instantly readable on a bottle or a pouch.
A split coconut replaces the final “o”, and a small sprouting leaf sits above the “mtc”, tying the name directly to the fruit it comes from.
Flowing hand lettering feels natural, warm and homemade.
A cracked coconut forms the final letter — the product, front and centre.
A fresh sprout signals natural, farm-to-bottle goodness.
“Raw & Unrefined” spells out the promise in plain words.
The Result
A coconut oil brand that looks as pure as it tastes.
Mtc Freshco now has an identity that matches the quality of its oil — a fresh, hand-lettered mark, a natural green-and-brown palette and a clear “Raw & Unrefined” promise that stands out on premium supermarket shelves.
What we delivered
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