Oatley Milk Before/After Branding

Oatly’s old packaging looked like every other “healthy” drink—plain, blue, boring. Then they flipped the script and built an identity that yelled, “We’re proudly dairy-free!”

Marketing Analysis

The new carton isn’t just design—it’s attitude. It speaks directly to non-dairy drinkers, calls out the old food industry, and builds a brand with personality. Oatly didn’t try to copy milk; they mocked it.

Why It Works

• Took a clear stance: not milk, just better.
• Built a visual identity that stood out on shelves.
• Used playful copy that made people smile.
• Turned packaging into a conversation starter.

Examples

• Liquid Death sold canned water by mocking energy drinks.
• Dollar Shave Club went bold with humor instead of “premium.”
• RXBar put ingredients front-and-center and reached $600M+ sale.