Cocona: Brochure

This corporate brochure is the first tangible outcome of a greater corporate rebranding effort. The company needed to gradually redefine its image based on new corporate initiatives without losing any brand recognition and without threatening ongoing client relationships.

In order to fully understand the strengths and weaknesses of the current corporate brand, The Basis Group conducted numerous interviews with Cocona upper management, board members, customers, suppliers, and retailers. Based on that knowledge and correlating market research, The Basis Group compiled a corporate brand definition document, The Cocona Brand Basis. The new Cocona brand stepped away from its former brand value of “Natural Solutions” in order to demonstrate how the combination of science and passion allows Cocona to live up to its new corporate values of “Bold, Collaborative, and Expert” as it strives to develop outdoor apparel technologies that will keep the adventurer outside longer.