OATH has launched in the US with a new visual identity by London-based B&B studio. The project includes brand strategy, naming, identity and package design. The organic, vegan oat milk drink has been released as a range of four flavors, with organic ingredients selected for health and wellness benefits. Positioning is based on the link between physical and mental health and plays to the desire for creative self-expression found among its millennial and Gen Z consumers. Encapsulated in the line ‘Feed your body, free your mind’, the brand promises to deliver nutrition that facilitates freedom to play and create.
To that end, the design goes against the traditional codes of its product category, which often focus on a product’s impact on physical health. Instead, OATH’s visual identity reflects the creative freedom that is unleashed through optimum nutrition. B&B has designed a range of bespoke patterns to be used across all brand touch-points. Each flavor in the range is finished with a unique illustrative graphic, illustrated in-house, with color combinations denoting the taste profile. Illustrations are seen on each bottle, encased within the vertical OATH logo which features a graphic of a single oat within the ‘O’. Shaun Bowen, Co-Founder at B&B studio notes that “the world of high-protein, functional drinks is dominated by monochrome and stripped back design codes, so we saw an opportunity to introduce a brand identity full of life and color rather than these traditional codes of efficacy.”
OATH’s brand design goes against the traditional codes of its product category, which often focus on a product’s impact on physical health. Instead, OATH’s visual identity reflects the creative freedom that is unleashed through optimum nutrition. B&B has designed a range of bespoke patterns to be used across all brand touch-points. Each flavour in the range, from Indian Rose to Golden Turmeric and Double Chocolate, is finished with a unique illustrative graphic, illustrated in-house, with color combinations denoting the taste profile. Illustrations are seen on each bottle, encased within the vertical OATH logo which features a graphic of a single oat within the ‘O’. Shaun Bowen, Co-Founder at B&B studio notes that “the world of high-protein, functional drinks is dominated by monochrome and stripped back design codes, so we saw an opportunity to introduce a brand identity full of life and color rather than these traditional codes of efficacy.”
