Design > 360° Brand Identity Experience
WOW! NO COW!
FORSMAN & BODENFORS, Gothenburg / OATLY / 2015
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
The brief was to redesign a complete product line; drinks, yoghurt, smoothies, cooking cream, ice cream etc. 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.
Execution
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.
Outcome
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.
Relevancy
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.
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