How far can a brand go?
When relaunching, there is always discussion about how much the brand should, must and may be changed.
A field of tension between
đ risky brand revolution and
đ safe brand evolution.
There are situations and reasons that make âbrand ownersâ take full #risks and turn the brand upside down.
Oatly is one such case, and it is exciting to look at the background and success factors.
âš The brand's origins: In the early 90s, researchers at Lund University discovered that oats are a nutritious alternative to cow's milk. This is how Oatly was created as a healthy alternative to milk.
đ The transformation: Toni Petersson , the then CEO, and John Schoolcraft , the brand head, took a radical step: a complete repositioning of the brand with a disruptive redesign of the packaging.
The new #design should visualize Oatly transforming from an invisible mainstream brand into a human #lifestyle challenger.
đ The #Mission : Oatly is more than just a product. It's about contributing to a plant-based society while protecting the health of people and the planet.
đ« The #change : In order to take the team along, the internal organization was restructured, the brand was consistently placed at the center and the new brand identity was communicated consistently.
đŹ Verbal #brand identity : Oatly "speaks" honestly and authentically to every consumer, also politically and always with humor. This communication builds an emotional bond and appears consistently human.
đȘ Brave #decisions : The Oatly team is always taking risks and breaking existing hierarchies. One example was the publication of the lawsuit by the Dairy Association, which catapulted the company into the mainstream.
đ A real #Challenger : Oatly showed that it is of course not easy to compete against established norms, but it is precisely this drive that makes the brand strong and unique.
Oatly has managed to anchor itself in the minds and hearts of consumers with a clear and recognizable visual and verbal #brand identity .
đ Three #learnings for a brand transformation
#LiveChange : Show how you change. A new packaging design is a groundbreaking signal!
#ReducingFear : Creating a culture of humanity and openness.
#Promote inspiration : Motivate employees to view this phase as the best of their professional careers.
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#brandintegritycreator #integritydesignhamburg #brandtransformation #strategicbrandmanagement #Redesign
LinkedIn Post: June 24, 2024 by Christina RĂŒter
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