NYC’s Flavor Playground

Staff preparing cookie and ice cream treats at a colorful ice cream shop. The shop features vibrant cartoon murals of animals with ice cream, and a large menu board above the counter displays various flavors and options. The staff are wearing beige shirts with a logo, and the counter has containers filled with different toppings and ingredients.

Client
Coconut Cult
Year
2025

A woman standing next to a large promotional display shaped like a coconut, with text promoting probiotic coconut yogurt. She is in a store with clothing and hats displayed on shelves behind her.
A cup of frozen yogurt topped with various toppings including chocolate chips, pistachios, and syrup, with three small wooden spoons poking out of it, each labeled with different text.

INSPIRATION

Coconut Cult, the cult-favorite probiotic yogurt brand, launched its first-ever pop-up in SoHo, NYC—an immersive “Collab Lab” that brought together 40+ mission-aligned food brands, playful felt art from Lucy Sparrow, and interactive founder panels. The goal was to create a space where fans could experiment with unexpected flavor combinations, discover new food brands, and take part in a one-of-a-kind community experience during Fashion Week.

With a DIY yogurt toppings bar, a “dirty soda” station, and an atmosphere built for discovery, Coconut Cult wanted every detail of the event to feel intentional and on-brand. Their small but mighty team partnered with us to help bring creative ideas to life, using branded touchpoints that made the pop-up both memorable and highly shareable.

People inside a brightly colored market or store, with pink walls and shelves stocked with snack packages. A woman in glasses and a gray t-shirt is laughing, next to a young woman with long hair and a white tote bag. Others are shopping and browsing.

THE PLAN

Working closely with Coconut Cult’s event lead, our team collaborated as an extension of hers—ideating bold ways to make the pop-up’s playful vision come alive. We explored creative solutions that balanced functionality with share-worthy design, ensuring every guest interaction tied back to the brand’s mission and amplified the event’s energy.

From branded details at the toppings bar to functional items that kept the event flowing, our approach was to round out the experience with thoughtful merchandise and event essentials that aligned seamlessly with Coconut Cult’s quirky, community-driven ethos

People shopping and talking inside an ice cream shop with colorful decor, pink flowers, and a sign promoting honey mama's ice cream sandwiches.
Two young men sitting on white stools inside a colorful store, with shelves of various candy jars and snacks in the background. One is wearing a yellow cap, the other a beige cap with colorful text. They are smiling and casual, one with a backpack and the other holding a phone.
Woman standing in front of a colorful wall display with the words 'Coconut Cult' and 'CLUB', holding a phone, with cartoon illustrations of a coconut drink, a van, and a hand holding a lit candle.

To complement the immersive build-your-own yogurt experience, we produced a full suite of branded touchpoints that elevated the event:

PRODUCT

A white lollipop with a spiral design on a black background.
Outline of a flower pot
Illustration of a hot dog with mustard and a block of cheese on a black background.
Outline of a pillow with a diamond shape inside it.
Outline of a tote bag with handles
Icon of a roll of toilet paper with a torn section

CUSTOM TOOTHPICKS: A whimsical way to crown each yogurt creation at the toppings bar.

BRANDED CUPS: Practical and polished, keeping every “dirty soda” and yogurt concoction on-brand

ICE CREAM CUPS & TACO HOLDERS: Designed to showcase the wild, build-your-own flavor combos while reinforcing Coconut Cult’s bold aesthetic.

COCKTAIL NAPKINS: Branded details that carried the experience through every interaction.

REUSABLE TOTE BAGS: A functional giveaway that extended the Collab Lab’s energy into the streets of SoHo.

PRINTED TOILET PAPER: A cheeky (and very on theme) nod to the probiotic nature of the brand. An essential that doubled as a viral talking point.

Close-up of a hand wearing purple gloves holding a container of brownie pieces over a clear container filled with more brownie chunks, with a colorful coconut-themed paper cup nearby.
Close-up of a snack package with the label "Ollipop x Coconut Cult," featuring pink, yellow, and white design elements and the slogan "Double duty for that booty."
Pink display shelves in a grocery store holding various coconut and health food products on labeled shelves.
Two hands holding cups of soda with 'OLIPOP x COCONUT CULT' labels inside a grocery store, with shelves of products and people in the background.
A woman holding a cup of ice cream with chocolate chunks, smiling at the camera inside a store, with a sign reading 'Coconut Cult Pop-Up!!' on her black shirt.
Menu section showing a bowl called Smokey & Spicy Fish Dip with illustrations of the dip. The menu lists flavors such as Original Yogurt, Fishwife Smoked Salmon with Fly by Jing Chili Crisp, Yellowbird Classic Sriracha, MASA Traditional Tortilla Chips, and other flavors.
Collection of promotional items from Coconut Cult and Olipop including a white tote bag, clear cups, a roll of paper towels, and printed stickers and signs, set against a pink city street background with buildings and pedestrians.

RESULTS

The Collab Lab was a resounding success, with lines wrapped around the block throughout its 10-day run. The event created a cultural moment, amplified by influencers like The European Kid (1.3M followers), who staged a viral stunt demanding to cut the line, turning the pop-up into social media gold.

Beyond the buzz, the event reinforced Coconut Cult’s reputation for bold creativity and unexpected collaborations. With branded details that tied the experience together, guests left with more than just yogurt, they carried away an impression of a brand that sparks joy, experimentation, and community.

This project showcases how Whitestone partners synergistically with small teams to ideate, execute, and elevate events. By layering in smart branded touchpoints, we helped transform Coconut Cult’s vision into a pop-up that captured attention, created viral moments, and left fans talking long after the doors closed.

Photos courtesy of Leesa Morales, Plated Productions

A line of people waiting outside a building with a pink and beige brick facade on a city street. The building has a vertical sign that reads "Ceremonia". The crowd includes women and men of diverse ages, some looking at their phones or holding pamphlets.
A man with a beard and long blonde hair tied in a ponytail, wearing a tan hat and white t-shirt, holding a cup of ice cream and a container, standing in front of a colorful mural with cartoon characters and people in a street scene.
Cup of brownie squares labeled "My very own... COCONUT CULT COLLAB!" with a small wooden spoon that has "nowhere BABY" written on it, set on a white napkin on a blue surface.