Valio Oddlygood
Background
Oddlygood is a plant-based brand from Valio, offering tasty and healthy plant-based gurts and drinks that can be found on the “free from” shelves in store. The products have now been launched in Finland, Sweden, UK and Russia and is Valio’s first product range that is outside the dairy business. As Valio’s global strategic design agency Super Tuesday was responsible for the development of the packaging design. There were a lot of different non-diary players out on the shelves. The main one, Oatly, was driving a war against milk. We decided to go the opposite way.
Oddlygood is a plant-based brand from Valio, offering tasty and healthy plant-based gurts and drinks that can be found on the “free from” shelves in store. The products have now been launched in Finland, Sweden, UK and Russia and is Valio’s first product range that is outside the dairy business. As Valio’s global strategic design agency Super Tuesday was responsible for the development of the packaging design. There were a lot of different non-diary players out on the shelves. The main one, Oatly, was driving a war against milk. We decided to go the opposite way.
Solution
Valios way into the category was to launch outstanding products, and design wise create a happy, positive and quirky brand that was not about taking a stand/choose sides, but more invite everyone to its odd and unique world. Aligned with the brand mission "To make life taste better in an unexpected and positively odd way" the result is a unique, odd and quirky design crafted with hand painted illustrations and customized lettering that stands out on the shelves. The series included around 20 + products that were launched in various countries.
Valios way into the category was to launch outstanding products, and design wise create a happy, positive and quirky brand that was not about taking a stand/choose sides, but more invite everyone to its odd and unique world. Aligned with the brand mission "To make life taste better in an unexpected and positively odd way" the result is a unique, odd and quirky design crafted with hand painted illustrations and customized lettering that stands out on the shelves. The series included around 20 + products that were launched in various countries.
