Ireland | 2022
Oat in the City is an Irish oat drink range. The packaging design features an illustration of a unique character ‘Eoin the Oat’, a down-to-earth, authentic oat. He is a cool, fun guy. Each flavour has a different version of the oat character and a different colour – blue ‘Original’, green ‘Barista’ and brown ‘Chocolate’, which allow for easy flavour recognition and to bring a quirky, fun appeal. The product benefits are highlighted on the front of the bottle, such as it is Dairy-free, Vegan, Gluten-free, Extra Creamy, with Milled Irish Oats. Each bottle features a unique barcode. We wanted to communicate that this is an authentic oat drink – therefore, when developing the brand name, the word ‘Authenticity’ led on to the similar sounding ‘Oat in the City’. The name and brand story were developed to play on the expression of ‘spreading your wild oats’ in a humorous and tongue-in-cheek way – ‘Eoin the Oat’ likes to travel around the country spreading his wild oats with this oat milk drink. The illustrations feature a cityscape background, representing how Eoin is always on the move. The brand strap-line is ‘Irish Farmers Milking Oats’, to communicate the local and authentic roots. Oat icons are used to denote this also. Oat in the City stands out from competitors on shelves not only from a design point of view – from a nutritional and sustainable aspect also. It retains a lot of the goodness in the finished product, compared to other oat milks and uses all of the Oat and retains the oat's natural fibres, beta glucans and protein. This makes it a sustainable choice, as food waste is one of the leading causes of climate change. The process by which most commercial oat drinks are made results in the stripping away the parts that have the fibre and the protein, so that you’re mostly getting oat sugar. Oat in the City stands above competitors as it isn’t made in this way – it retains more of the oaty goodness, making it a healthier, creamier in taste and more sustainable choice.
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