Label Design For Beta Oats Dairy Free Yogurt
Peter of Beta Oats contacted me about his new oat vellie product. So what is an oat vellie? It’s a traditional eastern European yogurt style food that is fermented, high in fiber, full of healthy pro-biotics and is creamy and smooth – much of the opposite of what you’d expect an oat based snack to be except for the fiber part.
He was looking for an artisinal natural look – something that not only made it clear that this was an oat based product, but one that was hand crafted, all natural, and vegan.
This was a challenge because we needed to be clear that it’s an oat product, but not to let people think it’s oatmeal or some kind of granola. The phrase “oat vellie” was important because that’s how this food is categorized. But who knows what an oat vellie is in the United States? Not many one would assume.
So I came up with the tagline “a non-dairy yogurt style experience” to compliment the very accurate, but obscure, oat vellie definition. There are many ways to articulate that something is like yogurt but doesn’t fit the definition by being non-dairy. On the back I developed the headline “a new way to enjoy your oats” which leads into bullet points highlighting key benefits.
Because it’s high in beta-glucan, a fiber only found in oats and is responsible for oatmeal’s ability to lower LDL cholesterol, we used the FDA approved language to express its heart healthy benefits. The FDA is very slow and conservative when it comes to food claims, so when you are allowed to use one, it’s a good idea to take advantage of it.
We went with depictions of oat stalks in their natural state, before they are processed, to orient the customer to the oats as an abstract, instead of the more familiar steel cut oats you see in oatmeal or granola.
I’d say we’d succeeded. Its a beautiful container with a eye catching lid that invite you to try something new.
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File Under: Yogurt Container Label Design – Vegan Yogurt Label Designer – Oat Vellie Label Design – Non Dairy Yogurt Substitute Package Design