Oatly is a small Swedish manufacturer of oat based foods and drinks. The products are completely vegan and milk free. Traditionally the target audience was the vegan society and lactose intolerant consumers. The main goal was to attract the mainstream, not only vegans and people with allergies. We wanted to offer a nutritious alternative to milk without going through the body of a cow.

Oatly was to become a lifestyle brand.

To achieve this we had to update everything that communicated with the market. We started with their packaging. Since Oatly is a relatively small company with a limited budget we decided that the packaging was to become their main media channel. When this was achieved we used the packaging as much as possible across all media.

In our campaigns we positioned ourselves against the dairy industry. We did this because as part of Oatlys history they where designed to be an alternative to milk, but also to get a clear position on the market.

As expected the dairy industry reacted, violently, and chose to sue Oatly. This gave Oatly another reason for communicating to the market and we took the process public.

Oatly has a lot to say, but a very limited budget to do so. They are up against the big dairy and soft drink giants. Therefore we decided to treat the package design as the main media channel. That way we were able to promote every single part of Oatly's message to the world, without buying traditional media space.

We looked for a design that didn't actually feel designed. More as if Oatly themselves decided to sack the design agency and have a go at it themselves. A home cooked design, but still very attractive and inviting, with a truly generous approach. Not too "smart", but intelligent. The result is somewhere between a punk flyer and a comic book.

A 50% rise in sales indicate that we really succeeded in reach out to people beyond the vegan and allergic society. Social media and especially Instagram flooded with praises to the design. Now, people are giving up milk in record numbers, which is good for the planet and the health of the people who live here.