Oatly Brand Case Study

Love the brand or hate it, it's undeniable that Oatly is a spectacular case for the importance of brand in making change happen.

Discover how a new CEO and creative director turned a bland industrial food brand into an outspoken, bold brand beloved by people around the world. Oatly has set the benchmark for purpose-driven brand and marketing in the food industry.

This case has been created in collaboration with the Oatly brand team.

The 18-page case study contains:

• the story of how Oatly went from a bland food brand to a benchmark of a challenger brand

• an analysis of the Oatly brand strategy

• the brand framework mapped out on the brand thinking canvas #1 and #2

• the brand core: purpose, mission, vision, values, brand promises

• visual identity: logo, color palette, typography, photography and illustration

• verbal identity: tone of voice and messaging

• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology

Research by Wanjiru Gathanga, editorial by Anne Miltenburg.

This case could not have been possible without the generous contributions from the Oatly brand team and the Brand The Change community. With special thanks to Bel Lavratti.