So Delicious | Oatmilk

Services: Lettering
Client: Danone, So Delicious
Collaborators: Art Direction: Kate Coslett
Illustration: Christina Drejenstam
Photography: Noel Barnhurst Studio
Support: Sara Buettmann

Branding a new product line with memorable, approachable typography.

We were tasked with creating a logotype as well as a series of lettering compositions for So Delicious’ new-to-market, oatmilk-based frozen dessert. Harnessing the imperfections and nuances of hand-drawn typography, this approach helped bridge the gap between So Delicious’ target demographic, the artisan foodie, and these new products.

Recipient of 2018 American Graphic Design Award for packaging from GDUSA.

The Logotype

We knew that creating a logotype for a brand new product needed to be bold and unforgettable.

Our exploration and final iteration of the word “oatmilk” was unapologetically bold, chunky and irregular, mimicking imperfect qualities of oats themselves. While still retaining some flow with a disconnected script that emphasizes the word oat, we were able to create a wordmark that was distinct, memorable and representative.

Each individual flavor began with a robust exploratory process based on the feelings, flavors and thoughts associated with each flavor. From there, we explored and refined custom typographic representations of those nuanced associations.

Because we were brought into the fold at the same time as flavor development, we created a handful of lettering concepts for flavors that either changed or were dropped completely.

To complement the packaging typography were a handful of lettering pieces that were used for various marketing assets, signage and CTA’s that reiterated the target demographic — the artisanal foodie’s — inclinations.