Kill boring

With an identity that expresses its rebellious spirit, Oumph! was already successfully standing out from its competition in the plant-based category. As the brand prepared to scale and encourage more adventures in cooking, they recognised the need to clean up their pack to improve navigation and add a bit more bite into their personality.

Our challenge was in determining what and how much could be decluttered, whilst also turning the dial up on Oumph!’s playfully bold attitude. We also developed a naming strategy to deliver more immediate understanding of the products.

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With a flavour-inspired colour palette and more legible secondary typeface we improve navigation. New naming and side-of-pack messaging deliver Oumph!’s quirky edge in a simple, straightforward way.

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Simplifying to amplify, we deliver clarity and align the packaging design with a new brand strategy that moves the Oumph! into an iconic lifestyle space.

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Kill boring

Positively Different®

Positively Different^®