To affect real change, Oatbox’s identity had to change alongside its positioning. The new brand platform – executed via packaging, a lead video, a website, social content, and an upcoming campaign – goes all in on oats. At its heart is a custom-drawn logo: At once modern and timeless, bold yet accessible, it's a differentiating statement that conveys the care and attention to detail brought to everything Oatbox does. A refreshing illustration style, commissioned from local artist Trevor Yardley-Jones, adds to the perception of Oatbox as a daring player in the category. A new brand color, the Oatbox Yellow, makes it immediately recognizable while conveying the planet-friendly side of oats in a joyful and calming way. With the brand language, at once self-assured and light-hearted, we could communicate grand ambitions in a down-to-earth manner. The narrative, initially an impersonal presentation of flavours and recipes, now tells the Oatbox story: its values, ambitions, and journey.