| Title | WOW! NO COW! |
| Brand | OATLY! |
| Product/Service | OAT BASED DRINKS & FOODS |
| Category |
D02. DRINKS |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
Credits
| Jerk Zander |
Forsman/Bodenfors |
Account Supervisor |
| Britta Malmberg/Erica Berghagen |
Forsman/Bodenfors |
Account Manager |
| Lars Elfman |
Forsman/Bodenfors |
Art Director |
| Martin Ringqvist |
Forsman/Bodenfors |
Copywriter |
| John Schoolcraft |
Oatly! |
Copywriter |
| Christoffer Persson |
Forsman Bodenfors |
Designer |
| Lars Elfman |
Forsman/Bodenfors |
Illustrator |
| Fredrik Persson |
Perssons Pixlar |
3d |
| Annki Bryhn Jansson |
Insikt Analys Strategi AB |
Planner |
| F/B Factory |
F/B Factory |
Original |
Brief Explanation
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 any additional media space.
The Brief
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 through the body of a cow. But how could we attract the mainstream audience, not only vegans and people with allergies?
How the final design was conceived
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.
Indication of how successful the outcome was in the market
A 30% 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.