Oatkick makes oat porridge cooked the same day it's sold. When Vlado came to us, the product had just been renamed. The previous name carried an English meaning nobody wanted and needed a look that could travel with it.

The brand had proved itself in bookshops and small independent outlets. Shelves where a customer stands close and has time to read. The channels it was heading into work differently: a cold cabinet gets scanned from across a room, through glass, in a few seconds, beside whatever else is in there.

So the wordmark was redrawn heavier, with enough weight to hold at several metres, and everything around it kept clear so the porridge is the only other thing competing for attention. When the strategy moved to protein and gyms, the system took the shift without a rebuild. We now design the fridges and all supporting collateral it sells from.

Strategy & Naming: Birne
Case Study Photography: Jakub Michal Teringa