COPA
Crafting a Bold Identity for a Sustainable Fruit Brand
CONTEXT
Copa isn’t just a fruit brand — it’s a lifestyle shaped by farmers devoted to sustainability. When eco-conscious farming wasn't enough, Copa introduced an innovative cold-press juicing system. And when they sought to tread even more lightly on the planet, they developed methods to make the entire product line 100% vegan. This is a fruit brand with a conscience.
CHALLENGE
Copa was producing a truly clean juice: 100% fruit, with no added sugar, no preservatives, and no heat processing. But how do you position a product like that in a market where every other juice also claims to be “100% fruit” — often misleadingly? And how do you grow brand awareness for Copa when society tends to view large agricultural companies as chemical-heavy and profit-driven, rather than natural and trustworthy?
SOLUTION
The project began with market research, trend analysis, and a full brand audit. From there, I developed a comprehensive social media strategy leading to an engaging, personality-driven content campaign.
Our insight: Copa’s loyal audience cared most about having access to a wide selection of fresh, trustworthy fruit all year round. The key theme? Choice — the conscious choices Copa makes in farming and production, and the empowered choices health-conscious consumers make every day. The campaign highlighted these shared values, emphasizing transparency, trust, and community.
RESULT
In the first month alone, our content more than doubled user interactions across platforms.
My Role:
Content strategy for TikTok, Instagram and Facebook; brand archetypes; brand voice and campaign claim; content concepts and copywriting.
TEAM: Project by Younik, 2022
In collaboration with Mariana Simões, Ricardo Duarte, Jenny Branquinho, Sara Pereira, Cesar Capinha, Bruno Santos, Nuno Caetano, and Samanta Domingos.