BrandOpus Hatch 2022 –– Shortlist

Sleep is the most fundamental need for the human body to function optimally. Inspired by the tradition of having a glass of milk before bed, Oath was created. Oath is nightcap with a fermented oat milk that has rich sources of vitamins and minerals and is infused with scientifically proven ingredients to give the consumer a good night’s rest, enabling them to genuinely feel and do their best.

︎Branding, packaging, social media, marketing
︎Adobe Illustrator, Photoshop

Branding and packaging

The name ‘Oath’ was chosen because the main ingredient is oat milk, which is not only good for the environment, but also for the lactose intolerant. It’s also an oath, a promise, to the consumer that the brand will always use natural ingredients and support them wherever they are in their journey. It can also mean a consumer’s oath to themselves to prioritise their wellbeing. Oath is centered around a character called the ‘Everyman’. He’s a regular and ordinary person who really loves his sleep and gets cranky when he doesn’t sleep well.

Each can features a different illustration surrounding the Everyman. It depicts different scenes of him in his true element, in deep sleep with a humourous twist. All flavours are infused with melatonin, L-Tryptophan and Ashwagandha, a blend of scientifically proven ingredients to help the consumer lower stress levels and sleep well.

Brand Awareness

Posters will be put around London to promote the brand with an emphasis on good quality sleep and reducing caffeine intake to appeal to the wider audience.

The brand’s Instagram will run both organic and promoted posts to increase visibility for the brand.

Point of purchase

As fermented oat milk requires refrigeration, a refrigerator will be set up in various supermarkets to promote the launch of the brand.