Role:  
Brand Strategy
Naming
Brand System
Visual Design

Packaging
Creative Direction
Art Direction

The situation:
Lets begin with the story of Glen Simkins. Glen was working at Michelin star restaurants when he was a chef and one day he has decided to pursue on to another life to the farthest location from where he originated Boston. He decided to start a new life in Maui Hawaii ran out of savings and started to sell coconuts.  With his expertise and experience working under Michelin star restaurants, he realizes to explore coconuts eventually concluding a new ice cream that is coconut base with absolute no diary product in the ingredient.  He opens a shop in the middle of the jungle at Hana Maui and begins serving to the people who found him through reputation and word of mouth.  His ice cream has been closed up amongst some of the famous media. Glen is no stranger now as the founder of the guilt free vegan ice cream.  He then decides to open a shop in Omotesando, Tokyo. But he needed a new identity that sets him apart from all the ice cream shops in the center of Tokyo.

The solution:
We partnered with Glen from the beginning to help turn his vision into a reality, naming the business and creating “Glen’s world”. Every element of the logo is a part of Glen’s journey to this day. We designed a brand full of his character, built an immersive brand system that you can experience Glen’s story every encounter with the brand.

日本語:
ハワイ・マウイ島のジャングルからやってきたココナッツアイスクリーム。
元々ミシュランレストランでシェフをつとめていた、創業者のGlen Simkins（グレン・シムキンズ）。シェフの仕事をやめ、2006年にマウイ島のジャングルに移住しアイスクリームづくりをはじめました。

彼の願いは、アイスクリームで世界中に魔法をかけ、ハッピーにすること。現地で採れた新鮮なココナッツをはじめ、厳選した原主な材料のみを使用することにこだわり、日々研究を重ねました。およそ2年の歳月をかけ、オーガニック ＆ 非乳製品のココナッツアイスクリームが完成。

2008年、ココナッツグレン第1号店がマウイ島にオープン。地元民にこよなく愛され、島を代表するアイスクリームショップになりました。

そして、2019年7月に初日本上陸。“魔法の島”マウイ生まれのアイスクリームが、日本の人々に笑顔を届けます。