Oliver’s Brand Development

https://memory.partners/process/olivers-brand-development/?preview=true

Oliver’s Product Development Journey

Charlotte had a vision—an organic Oatshake that her son could enjoy made right here in New Zealand. What seemed like a simple idea quickly evolved into a full-blown scientific project, with the backing of Callaghan Innovation and Plant & Food Research.

Commercializing any product is hard,  and this is especially true for food—where the organic nature of ingredients means minor changes to recipes and processes can have major implications for the final product’s flavour and profile. With these challenges in mind, multiple pilot trials and tests drove the project forward under strict guidelines to limit sugar and other nasties.

Oliver’s Product Development Journey

Charlotte had a vision—an organic Oatshake that her son could enjoy made right here in New Zealand. What seemed like a simple idea quickly evolved into a full-blown scientific project, with the backing of Callaghan Innovation and Plant & Food Research.

Commercializing any product is hard,  and this is especially true for food—where the organic nature of ingredients means minor changes to recipes and processes can have major implications for the final product’s flavour and profile. With these challenges in mind, multiple pilot trials and tests drove the project forward under strict guidelines to limit sugar and other nasties.

The humble shake is traditionally associated with the phrase ‘dairy’—not just in the cow’s milk sense, but also in childhood memories of skipping down to the local corner dairy for the iconic “Longest Drink In Town” milkshake. How could we introduce a new offering that would appeal to the dairy-free curious and plant-based alike, while still retaining the playful nostalgia of the classic shake?

Starting with the brand’s namesake character (based on the Oliver, Charlotte’s son) we developed a complete design system to communicate a fresh, playful quality, as well as a sense of wholesomeness and “goodness” that avoided outdated tropes of milk splashing in a glass in front of a farmscape backdrop.

The humble shake is traditionally associated with the phrase ‘dairy’—not just in the cow’s milk sense, but also in childhood memories of skipping down to the local corner dairy for the iconic “Longest Drink In Town” milkshake. How could we introduce a new offering that would appeal to the dairy-free curious and plant-based alike, while still retaining the playful nostalgia of the classic shake?

Starting with the brand’s namesake character (based on the Oliver, Charlotte’s son) we developed a complete design system to communicate a fresh, playful quality, as well as a sense of wholesomeness and “goodness” that avoided outdated tropes of milk splashing in a glass in front of a farmscape backdrop.

A hand-drawn Oliver introduces himself with a humble, upbeat pose suggesting optimism and discovery, while the supporting graphics utilise collage, layering and the use of found imagery to create a language of abundance and joy—a less serious, less perfect, less ’Swiss School’ approach that adds a little heart and humanity across all touchpoints.

The characteristics of each flavour were interpreted into hand-illustrated, textural wallpapers—using traditional colour cues that are countered with unexpected and expressive secondary colours to create a unique attire for each. Rounding out this layered curation of colour are foundation tones of nostalgic blue and creamy oat milk—the latter, a warm and modern neutral tone that anchors the palette while providing a visual cue of the product’s hero ingredient.

Together the final result is a cohesive look and feel that balances the freshness of a new offering in a niche category with nostalgia and a wholesome appeal to delight the discerning shake lover of all ages

A hand-drawn Oliver introduces himself with a humble, upbeat pose suggesting optimism and discovery, while the supporting graphics utilise collage, layering and the use of found imagery to create a language of abundance and joy—a less serious, less perfect, less ’Swiss School’ approach that adds a little heart and humanity across all touchpoints.

The characteristics of each flavour were interpreted into hand-illustrated, textural wallpapers—using traditional colour cues that are countered with unexpected and expressive secondary colours to create a unique attire for each. Rounding out this layered curation of colour are foundation tones of nostalgic blue and creamy oat milk—the latter, a warm and modern neutral tone that anchors the palette while providing a visual cue of the product’s hero ingredient.

Together the final result is a cohesive look and feel that balances the freshness of a new offering in a niche category with nostalgia and a wholesome appeal to delight the discerning shake lover of all ages