Packed with nutrients and style: OATH debuts creative packaging for its functional beverages
02 Dec 2019 --- Functional drinks brand OATH has launched in the US, offering a range of four ready-to-drink (RTD) beverages that boast functional benefits. The release also features a creative, stand-out packaging design, which seeks to instigate positive emotions, curated by London-based B&B Studio. The brand notes that the drinks contain organic ingredients carefully selected for their health and wellness benefits. From protein-rich oats, nuts and seeds to spices and botanicals, such as matcha and turmeric, the line is touted as offering powerful flavors and functional benefits.
“Modern lifestyles can be draining, and consumers often seek quick fixes for an energy boost. Crafted with organic plant ingredients – and with at least 15 g of protein in each bottle – OATH is a convenient and healthy alternative to sugary snacks and drinks,” says Royce Pinkwater, Founder and CEO of OATH. 
“OATH has been in production for almost two years, with tasting and testing to get it to the optimum grab-and-go format. The brand design brings the OATH promise to life. We seek to provide a functional beverage that will benefit the body and help empower the mind,” Pinkwater adds.
The US launch features 355 ml bottles that contain organic, vegan oat milk “designed to harness the true promise of plants,” the company says. It features flavors such as Indian Rose, Golden Turmeric, Double Chocolate and Matcha Chai.
Functional foods and beverages are rising in popularity, as consumers seek added nutritional benefits and health-boosting properties from the foods they consume. Better-for-you positionings maintain their appeal and the industry is prolific with NPD that offers functional benefits, as well as a pleasant taste.
“Plants with promise”
The name OATH is coupled with the line “Plants with promise” to highlight the many nutritional benefits delivered by each ingredient. It is also a reminder that by pledging a promise to stay healthy through the power of plants, we are also working towards a healthier planet.
The US launch features 355 ml bottles that contain organic, vegan oat milk “designed to harness the true promise of plants.”OATH’s brand positioning is underpinned by the fact that physical and mental health are inextricably linked and plays to the desire for creative self-expression found among its Millennial and Gen Z consumers. Encapsulated in the line “Feed your body, free your mind,” the brand promises to deliver the nutrition the body needs so that the mind is free to play and create.
Designed to excite
B&B Studio has created the brand strategy, naming and visual identity design for OATH, which has been expressed across the bottle design and brand world. OATH’s brand design goes against the traditional codes of the functional product category, the company notes, which often focus on a product’s impact on physical health. Instead, OATH’s visual identity reflects the creative freedom that is unleashed through optimum nutrition.
B&B designed a range of bespoke patterns to be used across all brand touch-points. Each flavor in the range is finished with a unique illustrative graphic, illustrated in-house, with color combinations denoting the taste profile.
These illustrations are seen on each bottle, encased within the vertical OATH logo which features a graphic of a single oat within the “O.” The visual identity comes to life across the complete brand world, reflecting the “OATH life” of empowered mental wellbeing.
“OATH represents a perfect balance of the functional with the emotional, combining real health benefits with beautiful creativity,” notes Shaun Bowen, Co-Founder at B&B Studio.
Until now, the world of high-protein, functional drinks has been dominated by monochrome and stripped back design codes, Bowen notes. “We saw an opportunity to introduce a brand identity full of life and color rather than these traditional codes of efficacy. We have graphically brought to life the vivid connection between body and mind.”
Edited by Kristiana Lalou
