What if cows went on strike?
This brand concept for Oatly reframes plant-based milk through a playful narrative—using bold color, expressive typography, and illustration to flip the script on conventional dairy marketing. The system was designed to feel disruptive yet approachable, inviting consumers to reconsider everyday habits through humor and visual storytelling.

The identity extends into a modular packaging system across multiple flavors, demonstrating how a cohesive brand world can flex across products while maintaining clarity and shelf impact.