Brand Tone

Aspirational, mindful, and pure; sophisticated yet accessible. The language is clean, direct, and transparent, focusing on quality and wellness, with frequent use of words like "natural," "pure," "delicious," and "creamy." The voice is calm, confident, and passionate about product quality and environmental mission, conveying a premium, trustworthy lifestyle.

Brand Values

• •Health and Wellness
• •Sustainability and Environmental Responsibility
• •Quality and Craftsmanship
• •Transparency and Authenticity
• •Inclusivity

Best Practices

• •Lead with Purity and Simplicity: Always emphasize the short, natural ingredient list. Use words like "pure," "simple," "clean," and "natural" to reinforce the brand's core offering.
• •Champion the "Why": Go beyond describing the product. Tell the story of its purpose—health, sustainability, and a love for delicious food. Connect the product to a mindful and positive lifestyle.
• •Use a Sophisticated yet Warm Vocabulary: Maintain a premium feel with elegant language, but keep it accessible and inviting. The tone should feel like a recommendation from a trusted, knowledgeable friend.
• •Highlight "Made in Japan with a Global Feel": Reference the Japanese craftsmanship (e.g., use of kanten) and its local production, while maintaining a modern, internationally appealing aesthetic. This justifies the premium positioning.
• •Focus on the Sensory Experience: Use descriptive words that evoke taste and texture. "Rich," "creamy," "smooth," "thick," and "bright" help the customer imagine the indulgent experience of eating the yogurt.

Social Perception

COCONO is perceived as a high-end, niche, and health-conscious brand, respected by culinary professionals and wellness-focused consumers. Its commitment to plastic-free packaging is a key differentiator resonating with environmentally aware buyers. It is seen as a pioneer introducing a global product to the Japanese market with a local twist, solidifying its reputation as authentic and high-quality through organic word-of-mouth.

Copy Examples

• •Pure, simple, delicious. Our coconut yogurt is made with just four natural ingredients to create a moment of mindful indulgence. How do you start your COCONO day? #CoconoTokyo #PlantBased #MadeInJapan
• •The Art of Plant-Based Yogurt. Discover the rich, creamy taste of Japan's premium coconut yogurt. Crafted for you, with care for the planet.
• •Experience the pure essence of coconut in every spoonful. Our yogurt is handcrafted in small batches, blending rich coconut milk with traditional Japanese kanten and konjac for a luxuriously thick texture. 100% plant-based, dairy-free, and with no added sugar. Just simple, clean ingredients for a guilt-free pleasure that's as good for you as it is for the Earth.
• •A Taste of Wellness, Delivered to Your Door.
• •Tired of compromising between taste and health? COCONO delivers a rich, creamy yogurt that’s 100% plant-based and free from preservatives. Made in Japan with a commitment to zero plastic waste. It’s not just yogurt, it’s a lifestyle. Try COCONO today.