Oaten
February 2026The identity of Oaten centers around using the oat as a focal point. Using the shape of oats, I created a graphic pattern that acts as a staple to the packaging identity. The color palettes started with desaturated, natural tones, but I added in the occasional contrasting pop!
In terms of campaign assets, I created the two taglines: "We like to use ingredients you can read." This is a cheeky way of alluding to the all-natural ingredients in Oaten, and that, unlike the competitors, things like Riboflavin and Maltidextrose have no place in our breakfasts.Creative Direction, Packaging, Identity