Oatbox wanted to do more than breakfast with oats. We needed to flip the perspective on oats: from humble breakfast cereal to the mighty seeds of change. We had to do a significant repositioning and rebranding to give life to the new mission and change the mindset that oats are beige and boring. We saw an opportunity to elevate the product with an innovative tech-forward approach while keeping the taste appeal that had always made Oatbox popular and highlighting newly responsible packaging, ingredients, and suppliers.

In short, our mission was to make oats cool and a force for positive change. In other words: We wanted to showcase oats as mouth-watering, body-nourishing, shape-shifting, and change-making. By transforming how people think about this humble ingredient, we hope to inspire a new wave of healthy, sustainable eating that benefits both individuals and the planet.

CLIENT- OATBOX
AGENCY- Republik 2021
RoLE  - Art direction & design, account DC from 2022

Oatbox's new identity goes all in on oats, balancing the brand's food tech innovations with its love of flavorful and healthful nutrition.

At the heart of the platform is a custom-drawn logo, modern and timeless, bold yet accessible. It's a differentiating statement that conveys the care and attention to detail brought to everything Oatbox does. An unusual futuristic illustration style adds to the perception of Oatbox as a daring player in the category. A new brand colour, Oatbox Yellow, makes it immediately recognizable while conveying the planet-friendly side of oats in a joyful and calming way. The narrative, initially an impersonal presentation of flavours and recipes, now tells the Oatbox story: how its values, ambitions, and journey reap the benefits of science and nature.

PS: I’m obsessed with the Carrot Cake Overnight Oats. You have to try them with some extra maple syrup once in your lifetime.