Oatly

Creative Agency: Forsman & Bodenfors
Art Director: Lars Elfman
Copywriter: Martin Ringqvist / John Schoolcraft
Graphic designer: Christoffer Persson
Client: Oatly
Location: Sweden
Project Type: Commercial Work

The brief was to redesign a complete product line for Oatly, a small Swedish manufacturer of oat based foods and drinks. The products are completely vegan and really great for both yourself and the planet as a whole. A nutritious alternative to milk without going thru the body of a cow. But how could we attract the mainstream audience, not only vegans and people with allergies?

Oatly is a tiny company with huge ambitions. They have a lot to say and want to be in the middle of the discussion concerning sustainability and health. The only problem is that their media budget is, to put it mildly, limited. Which is why we decided to treat the packaging as Oatly’s main media channel, as an advertising space in itself.
FYI: The word “Havredryck” is Swedish for Oat Drink.