Oatly® A retro-inspired visual system, and lettering for Oatly, combining 1970s flair with their signature brand voice.
Oatly® Group AB
Services: Visual Design & Lettering
Oatly AB is the world’s original and largest oat drink company. For over 25 years, they’ve focused exclusively on developing expertise around oats—a global power crop with inherent benefits for sustainability and human health. Their dedication to oats has led to technical breakthroughs that unlocked a full range of dairy alternatives, including oat-based milk, ice cream, yogurt, cooking creams, and spreads. Headquartered in Malmö, Sweden, the Oatly brand is now available in more than 20 countries worldwide. In collaboration with Oatly’s design team, we created a series of illustrations and lettering pieces for marketing collateral supporting events across Europe and North America. These materials helped promote their new product launches.
The creative direction drew inspiration from 1970s graphics and color palettes, blending vintage aesthetics with Oatly’s distinctive brand elements. While introducing a fresh look, we were careful to preserve the brand’s signature sense of humor. The process began with handmade sketches and black-and-white lettering explorations, allowing flexibility for application across different formats and color schemes. Once the assets and patterns were finalized, the focus shifted to color, texture, and preparing the final production files.
Creative Director Heidi Hackemer
Design Director Malia Killings
Design & Lettering Typozon
PM Ana Ponce de Leon-dios
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