All Good Oat Milk

  • 2020

    Submission # 172

  • Output

    Packaging – Pūhera

  • Kaupapa

    Impact – Social Good

    Impact – Environmental Stewardship

  • Location

    Auckland, Tāmaki Makaurau

Project Overview:

Loved local brand All Good is back with an Oat Milk. And it tastes delicious. As a brand they're known for their charming illustrations and characters — this was a chance to build on the equity of prior products, with another stand-out personality. This product is aimed both at helicopter health-conscious parents via supermarket shelves and discerning cafe baristas thirsty for the latest plant-based trend. Until now the alternative milks aisle has been easily forgotten, a sea of beige and dull packs.


All Good are here to bring you plant-based food and beverages that’s good for the land, good for the growers and good for you because we believe Fairtrade, organic and plant-based shouldn’t be exceptions, everything we consume should be fair and good for all of us and the planet.

By making sure All Good Oat Milk is loveable and good for the eyes, we’ve also made it an easy, better choice for the planet — because in this case, less is definitely more: less cows, less carbon, less dirty rivers.


We didn’t just want to put a character on the carton, we saw the carton (and shipper) as an opportunity to BE the character — the form comes alive as your very own oat milk buddy. He’s the good guy on the shelf — our “OATEE” as he is affectionally called — is taking on the world and making it a better place.

Oatee peers out from supermarket shelves and fridges all over town. He shoots from the hip: small, nimble and going places. The type can’t even keep up! Look at that angle! He’s leaving half his milk behind! Those eyes! He’s watching you (maybe he’s even judging you?), but he’s here to make friends. Charming, a little nerdy, earnest but fun.

No beige here. It’s lilac and sea-foam green.

Archiver’s Response:

"In a busy category, these eyes certainly stand out! Sits comfortably in Only Goods growing portfolio of products. This shows the humour that us Kiwis can shop by in the supermarket. Not all things need to be serious!"

"We really like that they've turned the carton into a character and it feels like a good extension of the all good brand. It doesn't feel super innovative but its fun."

Credits & Collaborators:
Creative Director - Emma Kaniuk, Tana Mitchell
Brand Manager - Simon Coley, Faye MacGregor
Designer - Sienna Mark-Brown
Illustrator - Chris Hutchinson
Copywriting - Kim Fraser, Steve McCabe

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