Raw C

Packaging design for a beloved coconut water brand to move into yoghurt

Raw C is one of Australia’s best FMCG startup success stories of the past decade. Founded by Scott selling cartons out of the back of his car, to truly dominating coconut water nationally, it’s every founders dream.

Today, Raw C is elevating to the next level and stepping outside beverages into the world of food.

Their first launch is a coconut yoghurt range, a mix of delicious flavours and wildly exciting brand collaborations.

Raw C came to Mind Control to build the design for the new launch.

SERVICES

Category insights and research

NPD packaging design

Shelf impact testing

Permissible indulgence

Crafted to look like a dessert in disguise.

The coconut yoghurt category is one that could easily be accused of being bland and boring. Our design approach focused on both flavour delight and brand spotlight.

We built 3D renders of floating food elements to immediately cue the depth of taste and drive sensory appeal at shelf.

The core range of pouches features collaborations with Weis, Funday and Amazonia - a key part of our design challenge was managing the mix of stakeholders across four brands. We set the partnership strategy from the start - ensuring the collaborators understood their brands endorsing role without overshadowing the Raw C as the hero.

A word from Sam, Marketing Director at Raw C

"Brent and the team at Mind Control brought exceptional category knowledge and attention to detail to our new yoghurt pouch designs, with nothing left to chance. Their commitment to quality and depth of expertise around the shopper experience shone through at every stage, and the result is packaging we're genuinely proud to put on shelf."

Raw C

Packaging design for a beloved coconut water brand to move into yoghurt

Permissible indulgence

A word from Sam, Marketing Director at Raw C

OUR WORK