The mark consists of the yellow word "CAPT'N COLE'S" outlined in black and light brown in stylized characters on a dark brown banner, above a design of a brown circle with a series of light brown, brown and dark brown radiating lines within the center of the circle; within the circle is an image of a brown pirate wearing gray, black and red clothing and a gray, black and red hat with a feather in it, carrying a gray sword outlined in black, piercing a brown coconut outlined in black. The word "COCONUT" outlined in dark brown appears within the circle, and the words "CHARCOAL BRIQUETTES" shaded in light brown and outlined in dark brown appear horizontally within a green rectangular shaped box across the bottom of the circle.