A fresh, Australian grown oat milk


Brand Positioning
Brand Identity
Brand Packaging
Website Design & Social Media
Guidelines & Design Tools

01 omg
02 omg
03 omg

Understand / analyse

In 2020, Good Oats identified an opportunity to enter the fast-growing plant based milk category with a fresh oat milk product. Unlike the competition, who are mostly long life products, being fresh will set this product apart, both in taste, ingredient list and shelf appeal.

04 omg
05 omg
06 omg


– Develop effective branding will lead to an improved ability to communicate the brand story and educate consumers

– Create a clear and sustainable position in the market

– Create an impactful brand name and a compelling story that articulates the agreed positioning


07 omg

Brand Promise



To develop a product with a clear and compelling difference, we identified that the core difference was ‘fresh’. However, there was also an opportunity to make the brand more compelling and defensible by making it a ‘clean’ product – uncontaminated Australian oats would be more difficult to replicate and help to identify farmers/provenance. OMG was born – standing for Oat Milk Goodness. But Oz Made & Grown or Original Mighty Grain, would be spot on too. 

The brand identity was developed and applied across:

  • Social media strategy & assets
  • Website design
  • Stationery
  • Packaging labels (bottle and tetrapak)
  • Point of Sale
08 omg
09 omg

Plan / implement

The brand name and identity that braincells created is loud, contemporary and bold which has created a buzz within the barista and retail community.

The product launch exceeded initial sales targets and has national distribution across independent retailers and cafes.

Related projects