Package Design | Brand Activation
Software: Adobe Photoshop | Illustrator | Pacdora
Inspired by Forsman & Bodenfors' work for Oatly, this project reimagines a launch kit that captures the brand's playful, irreverent and rebellious tone. A custom milk carton shaped package opens to reveal a graphic poster and die cut coupon card, combining bold brand expression with hands-on interaction. From dieline development to prototyping and final photography, the project highlights both concept and craft. The final outcome celebrates Oatly's voice while exploring packaging as an engaging, physical extension of the brand.
Academic Work
Challenge
Strong brands extend beyond their products to create memorable experiences at every touchpoint. The challenge was to design a launch kit that translated Oatly's bold, irreverent brand personality into a physical, interactive experience while remaining authentic to the company's established voice and visual identity.
Approach
Inspired by Oatly's unconventional marketing and expressive design language, the concept centered on creating an engaging unboxing experience that felt playful, unexpected, and unmistakably Oatly. A custom milk carton–shaped package was developed to house branded collateral, including a graphic poster and die-cut coupon card, transforming promotional materials into an extension of the brand itself.
From structural packaging design and dieline development to prototyping and final photography, each element was considered to balance functionality with personality, reinforcing the brand's distinctive tone through both form and interaction.
Outcome
The result is a tactile brand experience that demonstrates how packaging can function as a storytelling medium rather than simply a container. By extending Oatly's recognizable voice into a thoughtfully crafted launch kit, the project illustrates how strategic design can strengthen brand engagement, encourage interaction, and create memorable moments beyond the shelf.