(Est. 2019) “At OATH™ we share a passion that food should be absolutely delicious while healing our bodies at the same time. We believe that a healthy body empowers a curious mind. Our organic and vegan oat protein milks harness the true promise of plants, from protein-rich oats, nuts and seeds to naturally delicious spices and botanicals. Each OATH™ protein drink is expertly blended for real health benefits and the most sensational mouthfeel ever (no aftertaste). Plant Proteins are key to providing the building blocks for healthy muscles and tissues. They are often lower in calories and fat than animal proteins and HIGHER in fiber and essential nutrients. We stopped at nothing to provide a functional beverage that would excite your taste buds while benefiting your mind and your body. We are always organic, vegan, kosher, ethically sourced and never made with gums, dairy, soy, gluten, processed sugars or GMO’s, and that is our promise to ourselves and to you.”
B&B Studio (London, UK)
OATH’s brand design goes against the traditional codes of the functional 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 colour combinations denoting the taste profile.
These illustrations are seen on each bottle, encased within the vertical OATH logo which features a graphic of a single oat within the ‘O’. The visual identity comes to life across the complete brand world, reflecting the ‘OATH life’ of empowered mental wellbeing. The bespoke patterns encase delivery vans and give added energy to influencer boxes, stickers, posters and other merchandise.
Images (opinion after)
There are so many new kinds of drinks coming to market these days that, for some of them, there are no pre-established expectations of what it should look like and this one is a perfect example: what does an organic and vegan oat protein milk brand look like? Who knows. But here is one initial take: a hand-drawn, marker-thick logo that plays on the organic-ness of the product in a bold way. The “T” is a little awkward somehow but the other letters have a good shape and heft to them. The abstract oat in the counterspace of the “O” is a fun bonus, which I had not noticed until I read the press release and at first I had found the little spike distracting — I wonder how many people do see an oat, since oats are so… unmemorable. The packaging is lively with the logo serving as a window for some catchy-looking illustrations that are meant to represent the flavors. Other than the Golden Turmeric, which has the most figurative shapes, I like all of them a lot. The logo looks great sideways and against the white label and it’s paired really well with the slab serif for the flavors. Overall, if I saw this on the shelf, I would definitely be intrigued and pick it oath… sorry, pick it up.