Launched this year, Oumph! is a new line of ready-to-cook vegetarian meals made from soy protein concocted to feel and taste like meat, available in strips or chunks and in a number of seasonings. The product is available in Sweden and produced by Food for Progress Scandinavia AB, an organization developing sustainable food options. The identity and packaging for Oumph! has been designed by Stockholm-based Snask.
The brand identity feels off the hook, punk, and raw since the brand is anything but your run-of-the-mill, boring eco-friendly veggie product.”The brand is a revolution and a punch in the face. The graphic identity was crafted and inspired by the look and feel of food trucks and chalkboard scribbles.
The logo starts to set the tone for the rest of the packaging in the form of a simple sans serif that has been hand-brushed. On its own it’s nothing revolutionary and the “O” could have used a little thickening to match the rest of the letters but as part of the larger hand-drawn system of the packaging it’s a solid starting point.
What makes this project sizzle to me is the product photography being extremely rich and dense in composition, color, and even background. We are so used to food photography being happy and friendly on white backgrounds and soft lighting that it’s refreshing to see something a little more dramatic and with a purposeful and tangible sense of art direction.
The combination of the wonderful photography and the white hand-lettering against the gray, rusty backgrounds make for a very distinctive packaging that definitely does justice to the name of the product. I also enjoy that not every flavor variety is the exact same layout structure as you see in most packaging systems but instead the bursts of type and information adapt to the names of the flavors and the contours of the photography. If I saw this in the frozen food section of my grocery story I would totally go for it. (Then I might realize it’s soy protein and remember why I love a good steak.)