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The ask from the brief was to create a brand and product line that was unusually thoughtful. It needed to convey authenticity and clarity through visible ingredients, easy preparation, speak to customization, and ultimately project a design language that could redefine the breakfast category.
Maker Overnight Oats was designed to provide taste seekers with an elevated nutritious breakfast experience that requires minimal effort. Set aside the laborious morning routines for this easily customizable and delicious oatmeal offering. The Maker Overnight Oats visually echoes its ease and modern simplicity with the ultimate goal of creating contrast and unique standout within the visually cluttered breakfast aisle.
The Maker Oats story includes conveying ease through simplicity, premium ingredients through product visibility, and a reusable jar and refill system. The brand identity and user experience was inspired by Scandinavian simplicity. The design language embraces simple geometry paired with clean iconography and san serif letterforms while also translating traditional premium cues into a modern interpretation. Finally, the glass jars showcase the curated real ingredients and reinforce the message of delicious convenience.