Meet The BIG Brand
Oatly started in 1994 in Sweden, focusing on developing innovative oat-based products as an alternative to traditional dairy. While the brand steadily gained traction in Sweden and Europe, it struggled to differentiate itself in a market saturated with other plant-based milk alternatives, particularly almond and soy milks. The brand’s visual identity and packaging were basic, almost clinical, with a focus on function rather than appeal.
Industry:
year started:
Brand Name:
year refreshed:
By 2014, Oatly’s leadership, including CEO Toni Petersson and Creative Director John Schoolcraft, recognized the need for a shift. They wanted to move beyond simply being another dairy alternative and instead become a movement—something rebellious, engaging, and relatable.
This rebrand aimed to completely overhaul how the market perceived Oatly, using humor, bold visuals, and a distinct voice to create a memorable brand that stood out from the competition.
The Glow Up Files
Oatly
2014
Food & Beverage
1994
01/ Lack of Differentiation
02/ Perceived as Generic
03/ Audience Disconnect
In a growing market of plant-based alternatives, Oatly’s generic packaging and branding failed to stand out. The product itself was unique, but it lacked the visual appeal and brand personality needed to captivate consumers.
The old design looked functional but didn’t communicate any personality or emotion. As a result, it failed to build a connection with its audience, who often viewed it as just another dairy alternative.
Oatly’s messaging was informative but lacked the emotional appeal to engage and connect with a wider audience. The brand struggled to capture attention and build loyalty.
Recognizing these issues, Petersson and Schoolcraft sought to create a disruptive and memorable brand image that would make Oatly stand out as more than just a product—it would become a cultural movement.
Here's the facts
T
hey Were Struggling
And They knew It!
04/ Expanding Market Presence
Oatly had ambitions to expand beyond Sweden and Europe to global markets, but its previous branding didn’t have the universal appeal or bold identity needed to resonate with diverse audiences.
Before the 2014 rebrand, Oatly faced several key challenges:
Here's How They Fixed It:
The Glow Up Strategy
Oatly’s 2014 rebrand aimed to position the brand not just as another dairy alternative but as a disruptor in the market, challenging the dairy industry head-on.
Key Changes:
Shifted from a functional dairy alternative to an eco-conscious, rebellious brand.
Developed a clear, provocative brand mission: to educate and challenge perceptions about dairy, positioning Oatly as the plant-based, environmentally friendly choice.
Refocused their target audience towards millennials and environmentally aware consumers who sought sustainable, authentic brands.
The rebrand completely overhauled Oatly’s tone of voice, moving away from bland, informational content to an engaging, humorous, and at times, controversial approach.
Key Changes:
Introduced playful, cheeky, and conversational copy across all brand touchpoints, including packaging and social media, to create a relatable and memorable brand identity.
Used packaging as a storytelling platform with bold statements like “Wow No Cow” to directly engage and educate consumers while making the product stand out visually and emotionally.
Consistently integrated eco-conscious messaging that emphasized the environmental benefits of choosing oat milk over traditional dairy, building a narrative that resonated with their target audience’s values.
Oatly’s visual refresh transformed their packaging from generic and clinical to bold, eye-catching, and artful, making the brand stand out on shelves and in marketing channels.
Key Changes:
Replaced the minimalist design with hand-drawn illustrations and playful fonts, giving the brand a unique, artistic look that was instantly recognizable.
Utilized bold, monochromatic backgrounds with impactful graphics to create a cohesive brand aesthetic that was both visually disruptive and cohesive across various products.
The packaging became a visual canvas for the brand’s new messaging approach, ensuring that the brand’s tone of voice and visual elements worked together seamlessly to convey Oatly’s identity.
The rebrand extended beyond packaging to create a unified brand experience across all marketing touchpoints, reinforcing Oatly’s bold new identity.
Key Changes:
Developed social media campaigns that echoed the playful and rebellious tone seen on packaging, allowing the brand’s voice to dominate digital spaces with a distinct and engaging presence.
Rolled out in-store displays and experiential marketing, such as pop-up cafes and murals, to immerse consumers in the Oatly brand experience, making the brand feel omnipresent and impactful.
Consistent application of the new visual style and messaging across digital channels, advertisements, and physical spaces ensured that every interaction with the brand felt cohesive, bold, and authentic.
The newly designed cartons became iconic, featuring humorous and engaging copy that captured attention and made consumers want to read every word. This playful, hand-drawn look gave Oatly a distinct shelf presence.
IG Brand Transformation ,
Peep The Results
Packaging Transformation
Oatly used social media as a platform to further its brand voice—engaging, humorous, and sometimes provocative. The brand regularly posted content that not only promoted its products but also challenged the dairy industry and discussed sustainability.
Social Media Domination
Oatly launched pop-up cafes and events to bring their brand personality to life in physical spaces. They also collaborated with local artists to design murals, creating experiential touchpoints that aligned with their brand ethos.
In-Store & Experiential Marketing
The bold, rebellious brand image resonated with millennials and Gen Z consumers, helping Oatly build a community of loyal fans. This resulted in increased consumer engagement, sales growth, and expansion into new markets beyond Europe, including North America and Asia.
By 2016, just two years after the rebrand, Oatly’s sales had surged, and the brand had established itself as a major player in the plant-based milk market globally.
B
Here's What We Can Learn
From Oatly's Glow Up
Oatly’s cohesive visual overhaul, from packaging to social media, illustrates the importance of maintaining a consistent look and feel across all brand touchpoints. This approach not only reinforces brand recognition but also builds trust and familiarity with consumers.
02/ Visual Consistency is Key
Oatly’s playful, conversational tone not only engaged consumers but also turned them into brand advocates. By using their packaging as a storytelling canvas and integrating thought-provoking and humorous messages across channels, Oatly didn’t just sell a product—it sold a lifestyle and a movement.
03/ Use Messaging as a Movement
By aligning their brand identity with sustainability, Oatly tapped into a powerful value shared by their target audience. Positioning their product as the environmentally friendly choice, Oatly not only captured market share but also built a loyal customer base driven by shared beliefs.
04/ Sustainability as a Brand Pillar
Oatly extended its brand story beyond digital and packaging, bringing its brand to life through pop-ups and collaborations. By engaging consumers in physical spaces that embody the brand’s ethos, Oatly created memorable experiences that reinforced its brand identity.
05/ Leverage Experiential Marketing
Oatly’s success shows how powerful it is to be unapologetically bold. By daring to challenge the status quo and adopting a rebellious tone, Oatly differentiated itself in a crowded market and attracted a community of like-minded, eco-conscious consumers. Brands that aren’t afraid to take a stand can build strong connections and loyalty with their audience.
01/ Embrace Boldness
Check Out Other Brands
From subtle updates to full-blown transformations, these case studies spill the tea on what worked, what didn’t, and how you can use those same power moves to elevate your own brand.
FEELING CURIOUS?
Who Glow'd Up!
paypal refresh
LEGO REFRESH
Back to the Top
BURBERRY REBRAND
DISCLAIMER: By taking the Brand Refresh Audit, you’re getting VIP access to see if your brand’s ready for a next-level refresh. By participating, you're agreeing to receive occasional emails from Lavish Launch Agency—expect updates, offers, and tips to support your journey, all of which you can opt out of anytime. Your progress is in your hands, and while we provide guidance, your success depends on your effort and unique business situation. Consult with your advisors when making important decisions for your business.