Oatly!
Founded in 1994, Oatly! pioneered the oat milk category with its 2001 launch — and made it trendy. Now that competitors have caught up, Oatly! needs to differentiate itself, especially with the brand’s recent call-out to politicians to take action against climate change. This deck outlines that rebrand strategy.
the Problem
Original Logo:
The Strategic Problem:
Visual System: Oatly’s quirky typography, self-referential conversational copy, and muted neutral tones were so influential that copycats (Chobani Oat, Planet Oat, Silk, and store brands) adopted the exact same visual language. Additionally, the website’s aesthetic didn’t match the rest of the brand visuals.
the Solution
The Identity Solution & Strategic Solution:
Visual System: To support and amplify the company’s recent call-out to politicians to take action against climate change, I redesigned the brand to look more sophisticated—as though a writer at a newspaper publication designed it. This call-out is further reinforced by the exclamation mark in Oatly!’s name.
New Logo:
New OATLY! Monogram: