Oat of this world

100% plan(e)t based toppings for a healthy lifestyle

Our work
Brand strategy
Branding
Packaging

Challenge

As the market leader in providing the Netherlands with the tastiest and most sustainable coffee and tea, MAAS asked us to add a new label to their well-established House of Brands. A label offering a 100% vegan, lactose- and gluten-free alternative to cappuccino toppings, hot chocolate, and creamer sticks. Since 2021, these products have been available in vending machines across healthcare facilities, colleges, universities, and office buildings.

Although vegetarian, vegan, and lactose-free products are increasingly dominating supermarket shelves, convincing the target group who traditionally opts for dairy-based options remained a challenge. Making a seemingly unsexy product appealing to a broader audience — that was the task we enthusiastically took on. And the name? That didn’t exist yet either.

Results

Original brand story

A combination of clever wordplay and a sense of community.

Unique packaging

Cheerful, accessible, and refreshingly different.

Brand story: the perfect balance of emotion and logic

A good story is credible, authentic, persuasive, and aligned with the desires and needs of its audience. The brand story we developed for Oat of this World ticks all those boxes. By striking a balance between emotion and rationality — and adding a dose of playful language — the story came together beautifully.

And the name? “Oat” wasn’t chosen at random. The vegan, lactose- and gluten-free options in this new MAAS label are oat-based. Conveniently, the word “Oat” sounds like “Out” in English, a word we wove into the brand story wherever possible. Take this stanza, for example:

Responsible never goes oat of style. Doesn’t it?
We’re oat of this world,
And we are here to stay.
In a sustainable, healthy, and tasty way!

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Visual identity: eye-catching and accessible

As a new sublabel, there was no existing brand identity to build on. So we started from scratch, developing two concept directions based on the pillars: Colourful, Eye-catching, Friendly, and Accessible. Both visual styles met the brief - but MAAS had to make the final call. The winner? An intergalactic Oat of this World theme, complete with space-inspired elements like comets in the logo and lunar landscapes on the packaging.

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