OAF
The challenge
The Free From bakery aisle was packed with great products but also free from anything interesting or fun. Gen Z and Millennial consumers were being put off, saying the products ‘weren’t for them’.
So what if the fixture had a new challenger?
A simple… in fact stupidly simple, new Gluten Free bread…
Creating Clarity
Being GF makes meal-times pretty complicated. What can I eat? What can I not? Nothing is ever simple, you always have to check the packet. We wanted to create a straight-talking, no-nonsense brand that would make meal-times simple for everyone.
After all, its doesn’t take a genius to bake GF bread.
Our audience needed a brand that cut through and spoke to them directly, so we created Oaf – loveable, Gluten free and here to brighten up your days.
Creating Distinction
We took inspiration from other categories like meat and dairy free, where challenger brands were the norm and reigned supreme. We dived deep into Gen Z culture and developed territories that would resonate.
Simple pack designs, and playful use of copy and type ensured Oaf had maximum impact on-shelf. The distinctive purple Oaf character draws you into the pack with his eyes and is a great asset for back of pack and social media. The brand achieved its goal of disrupting a staid fixture and injecting the fun into gluten free bakery.
