Oatbeam was a project I worked on as part of an Art Direction course during my third year, and it was my first larger branding project. The task was to create a visual identity and packaging concept for a children's oat milk brand. I wanted to combine branding, illustration, and character design to build playful and cohesive visuals, and an entire universe around the product. I developed a space-themed concept and a cast of characters that allowed my idea to extend beyond the packaging itself.
Welcome to
the world of…
Few years ago in a
dimension actually
kind of close…
Few years ago
in a dimension
actually kind
of close…
As the world changes, it is the duty of the food industry to follow those changes. Our values have always guided us to take care of the land our farms are on and the animals that produce milk for our products, and for that responsibility we have been awarded with a once in a lifetime opportunity – to seek new tastes in a different dimension. Sadly, we cannot tell you all of the details of our quests through the vastness of space, but we can assure you that we have traveled a long way to bring back to Earth something worthwhile sharing with you. Crafted by an ancient recipe of a long lost civilization of the planets beyond our solar system, with organic oats grown on small, European farms, we are more than thrilled to share with you our new product: Oatbeam, milk that is simply oat of this dimension!
M. Paul Jean-Claude
Michel Rousseau
Our Story
The Rousseau Creamery was founded in 1921 by a WW1 veteran, Paul Jean-Claude Michel Rousseau, and his wife, Céline Marie Rousseau. Ever since its foundation, the Rousseau Creamery has always been true to its values of eco-friendly and traditional farming, refusing to fall victim to mass production and consumerism. Till their deaths in the years of 1989 and 1990, M. and Mme. Rousseau believed that nature and animals are a gift given to humans by Mother Earth and hence should be taken care of and treated with respect. Maybe they were right, maybe they were just hippies, but we too are upholding these values to this very day to give you, our customers, products of quality created and designed with love and care for our planet.
The Oatbeam Team
Jay
Original Oat Milk
Strawberry
Strawberry Oat Milk
Sir Hector
Chocolate Oat Milk
Vee
Vanilla Oat Milk
Packaging
Design
The task was to design four oat milk flavors, so naturally, I gave each one a character. Once they had personalities, the packaging kind of designed itself and I built every carton around its character and their world. Jay's the original, Strawberry speaks for herself, Sir Hector is a chocolate bar with the highest IQ in the world and Vee is an artistic vanilla.
Gallery
The End
This project is very special to me as it was my first full branding project start to finish. The story, the characters, the copy, the packaging, the world they all live in, all mine, all built from a brief that was just "design four oat milk flavors." Somewhere between the OG flavor and Strawberry, it turned into a space-western with its own dimension and I loved carrying a whole brand on my own from concept to the final product. So thanks for taking the trip across the galaxy with me. Jay, Strawberry, Sir Hector and Vee say goodbye and they hope you'll drink responsibly. Milk, that is…