Coconut Glen’s makes the world’s best coconut ice cream and coconut candy. All products are natural, organic, vegan, and made by hand using fresh coconuts from the island of Maui. Glen and I collaborated on the brand identity that helped take his thriving business from a small coconut stand on the Hana highway to prestigious hotels on the big island of Hawaii.
Art directed and executed overarching branding for Coconut Glen's. Work includes branding identity, illustration, photography, and product packaging.
To create the identity of Coconut Glen, I illustrated the real island look of Glen. Using a Hawaiian-like color palette, hippie shirt (pattern), and relaxed stance to complete the look. Glen, originally from Boston, still carries his accent strong in Maui. We decided that “wicked gnarly” was surely appropriate to represent the brand.
To come up with the right ice cream packaging for Coconut Glen’s, my goal was to create one container that included all five flavors. Each flavor would have a designated color, and that color would also be used as the seal for the container, as well as communicate which flavor the ice cream was. This made the product cost efficient, especially for a small business.
The candy packaging was created with all recyclable materials with side window so the consumer could see just how fresh and delicious the candy was. Glen offers three different flavors at the stands, but in stores there's only the original vanilla coconut candy is avaialble.
'Coconut Glen', as islanders know him, grew up in Boston and dreamed of pursuing culinary excellence and chef stardom. A graduate of the New England Culinary Institute, he was voted ‘best savory chef’ and worked abroad at one and two star Michelin restaurants throughout Europe.
Glen moved to Maui in 2006, and was immediately captivated by its culture and beauty. During days off from various kitchen jobs, he’d harvest coconuts and sell sweet coconut milk on the beach. Six months later Glen built a coconut stand from all recycled materials and began selling coconuts on the side of the Hana Highway in Hana, Hawaii
Using his culinary skills, he fulfilled his dream of providing delicious healthy coconut desserts. Employing environmentally friendly organic techniques, his team lives on his land, farming and harvesting native island fruits.
He welcomes you to become one of his happy and fulfilled customers.