Oaty Boy
2021
Oaty Boy, a fresh take on oat creamery branding. Inspired by the whimsy of 1920s cartoons, the concept brings a creamy, non-dairy experience to life. From oat milk to butter, creamers, and ice creams, Oaty Boy offers a delightful twist on dairy-free favorites, blending playfulness with sophistication.
Goal
My aim in this endeavor was to craft a unique brand identity for Oaty Boy, encompassing its logo, typography, color scheme, and packaging design.
Target audience
Oaty Boy welcomes all ages with its family-friendly appeal, though its main focus is on engaging Gen-Z and Gen-Alpha audiences.
My responsibility
Art Direction
Packaging
Branding
Discovery
The genesis of Oaty Boy stems from a casual chat with a coworker, evolving from a light-hearted conversation into a passion project. As avid oat milk latte enthusiasts, my friend and I fondly dubbed our orders "Oaty Boys," sparking the idea for a brand. Surprised that there wasn't already an oat milk brand named Oaty Boy, I decided to bring the concept to life.
In envisioning the brand's visual identity, I aimed for a fusion of 1920s cartoons, anime aesthetics, and a creamy allure, drawing inspiration from Japanese packaging trends. While oat milk appeals to all ages, I sought to particularly resonate with younger generations.
After delving into typographic exploration, Nighty emerged as the perfect fit for Oaty Boy, exuding friendliness and whimsy while embodying the creamy essence visually. Complemented by Komet for added boldness, it harmonized seamlessly with the chosen concept.
For the color palette, I gravitated towards a bold blue hue, aptly named "boyish blue," keeping it minimalistic yet striking. This simplicity allowed for a cohesive visual identity, with a lighter tint providing subtle contrast.
In my exploration of packaging options, I initially considered tetrapaks. However, a vivid memory from my time in Japan shifted my perspective. I recalled encountering stands in Tokyo subway stations selling flavored milks in reusable glass bottles. Inspired by this sustainable practice, I opted for glass bottles for Oaty Boy. This choice not only aligns with the brand's commitment to sustainability but also reflects a culturally resonant and eco-conscious approach.
Reflection
Creating the Oaty Boy branding was a delightful experience, merging nostalgia with design ingenuity. It was gratifying to infuse a cherished memory into visual form and delve into conceptual exploration. This project provided an opportunity to showcase adaptability while meticulously refining the brand's aesthetic, offering a fulfilling journey of creative expression.
Project status
By spring of 2021, the Oaty Boy brand had reached its culmination, fully developed and ready to make its mark.