A challenger position with substance
Define the convention your brand questions and the alternative your product offers. Your strategy should be grounded in real qualities that the business can support.
Oatly / BRAND INSPIRATION
Create a brand like Oatly.
Oatly gives an everyday product a deliberately outspoken character. Conversational packaging and a visible point of view make the brand a reference for food and drink businesses that want their voice to be part of the product experience.
To create a brand like Oatly, consider what you have to say and why your audience should care. Explore OpenPitch for branding agencies, packaging designers and copywriters who can bring a challenger position into a distinctive identity and coherent campaign language.
Give your product a voice of its own.
Copy that carries the personality
Verbal identity can shape packaging, social content and customer communication. Look for writing with a consistent point of view and enough clarity to explain the product.
Packaging with editorial energy
Typography and layout can create room for both personality and useful information. Choose designers who understand how the pack reads on a shelf, in the hand and on screen.
Discover creatives for a challenger food or drink brand.
Review packaging, naming, verbal identity and campaign portfolios. Consider how each creative connects a distinctive voice to a product people can understand and recognise.
OMSE
London, UK
Independent creative studio focused on visual identity, typography, packaging, campaigns and digital design.
Recorded affinity: playful, typographic, packaging, food & drink
Studio Sutherl&
London, UK
Independent London design studio focused on visual identity, typography, editorial design, packaging and campaigns.
Recorded affinity: typographic, playful, packaging, food & drink
studio fnt
Seoul, South Korea
Seoul-based graphic design studio focused on visual identity, typography, editorial design, packaging and digital media.
Recorded affinity: typographic, playful, packaging, food & drink
Anagrama
Monterrey, Mexico
International branding and design studio focused on brand strategy, visual identity, naming, packaging and digital design.
Recorded affinity: playful, packaging, food & drink, hospitality
OlssønBarbieri
Oslo, Norway
Independent Oslo design studio focused on brand strategy, visual identity, naming, packaging and storytelling.
Recorded affinity: sustainable, packaging, food & drink, hospitality
Firmalt
Monterrey, Mexico
Independent branding and storytelling agency focused on brand strategy, visual identity, naming, verbal identity and packaging.
Recorded affinity: playful, packaging, food & drink, hospitality
Mucca
Brooklyn, New York, US
Independent branding and design studio focused on brand strategy, visual identity, verbal identity, packaging and hospitality design.
Recorded affinity: typographic, packaging, hospitality, food & drink
Magpie Studio
London, UK
Independent brand and design studio focused on brand strategy, visual identity, verbal identity, packaging and campaigns.
Recorded affinity: playful, packaging, food & drink, hospitality
Seachange
Auckland & Sydney
Independent creative agency focused on brand strategy, visual identity, naming, packaging, motion and digital design.
Recorded affinity: playful, packaging, food & drink, hospitality
Bedow
Stockholm, Sweden
Independent Stockholm design studio focused on visual identity, brand strategy, packaging, typography and campaigns.
Recorded affinity: playful, packaging, food & drink, hospitality
This guide uses Oatly as a creative reference. Listings do not imply that a creative has worked for Oatly or is endorsed by the brand.
A useful question before you begin.
How can I use Oatly as a reference without borrowing its humour?
Focus on its commitment to a point of view and the relationship between copy and packaging. Develop a voice from your own product, beliefs and audience. Humour should follow that character rather than become the brief by itself.