Description:

Oliver’s Oatshakes are a new product within a somewhat new category – a functional, plant-based “milk” drink made with organic oats and natural flavours, including Toffee Caramel, Real Berry, and the staple favourite, Chocolate.

The humble shake is traditionally associated with ‘dairy’ – not just in the cow’s milk sense, but also in childhood memories of skipping down to the local corner dairy for the ‘longest drink in town’. How could we introduce a new offering that would appeal to the dairy-free curious and plant-based alike, while still retaining the playful nostalgia of the classic shake?

Starting with the brand’s namesake character (based on the client’s own young son) we developed a complete design system to communicate a fresh, playful quality, as well as a sense of wholesomeness and “goodness” that avoided outdated tropes of milk splashing in a glass in front of a farmscape backdrop.

Our hand-drawn Oliver introduces himself with a humble, upbeat pose suggesting optimism and discovery, while the supporting graphics utilise collage, layering and the use of found imagery to create a language of abundance and joy – a less serious, less perfect, less ’Swiss School’ approach that adds a little heart and humanness across all touchpoints.

The characteristics of each flavour were interpreted into hand-illustrated textural wallpapers, using traditional colour cues that are countered with unexpected and expressive secondary colours to create a unique attire for each. Rounding out this layered curation of colour are foundation tones of nostalgic blue and creamy oat milk – the latter a warm and modern neutral that anchors the palette while providing a visual cue of the product’s hero ingredient.

Together the final result is a cohesive look and feel that balances the freshness of a new offering with a nostalgic, wholesome appeal to delight the discerning shake lover of all ages and dietary faiths.