Project Overview
Breakfast is the most important meal of the day, but these days it can be hard to fit it in. Getting all the ingredients and putting together delicious recipes can be difficult and time consuming. Maker Overnight Oats was designed to reflect the minimal effort required to make a great, nutritious breakfast. Maker Oats are available in three unique flavors: Mulberry & Chia, Banana & Coffee and Apple & Coconut. Each 100% recyclable starter kit comes with a sleek, refillable glass jar and one serving of overnight oats.
Project Commissioner
Project Creator
Project Brief
Mornings represent a challenging dichotomy: they’re home to the most important meal of the day, yet there seems to never be enough time to fit it in. Maker Overnight Oats are an outrageously easy solution to this conundrum: a nutritious, delicious breakfast of overnight oats that is 100% hassle-free and easily eaten on the go.
The modern-day consumer seeks truth and authenticity through visible ingredients, nutritional reassurance and convenience. The objective was to create a brand and unusually thoughtful, sustainable product line. 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. The brand identity and user experience were designed to connect with a lifestyle of modern simplicity, health and wellness our audience is seeking.
Project Innovation/Need
The design goes against all of the established design codes for breakfast that are available in market. It speaks to nutrition with its stark presentation that directs the focus to the ingredients. The use of premium materials was purposefully done to shift the conversation to become a breakfast experience. The kits also include a reusable glass jar and refill system.
Design Challenge
To create contrast and a unique standout in the visually cluttered breakfast aisle, Maker Overnight Oats' packaging uses an aesthetic of stark, modern simplicity and vibrant color. The design language uses repetition of circles, squares and basic geometric forms. Telegraphic iconography and sans serif typography combine to communicate simplicity. Letterpress printing creates a premium feel and a human touch of something special. Windows and glass jars highlight the curated real ingredients and ultimately reinforce the message of a convenient and delicious experience.
Effectiveness
This convenient breakfast option invigorates the versatility of oats, offering a fun way for families to enjoy a personalized breakfast without laborious morning routines, cooking or clean-up. Refill cartons offer a week’s worth of breakfasts on-the-go, with five packages of oat blends at the ready. Add milk or nut milk, soak overnight in the fridge, wake up the next morning and enjoy.
Maker Overnight Oats transforms something simple into a modern morning routine that fits seamlessly into the day. The brand extends its commitment to quality in all aspects: ingredients, packaging, and ease. The end result is package design that reflects the minimal effort required to make a great, nutritious breakfast.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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