Total Oats is a Toronto-based company that specializes in curating kits for making delicious overnight oats. Overnight oats are a simple, healthy grab-and-go breakfast that has gained rapid popularity among active millennial females who are seeking convenient, nutritious, and delicious snack options.

For the branding I created a fun and unique brand identity consisting of a hand drawn word mark. The logo is full of movement and playfulness while remaining friendly and down to earth. It’s hand drawn nature helps the brand feel morepersonable and approachable through it’s use of softer edges, oaty flourishes and loose imperfections. The cared for, nuanced details throughout the word mark also evokes a sense of craftsmanship and quality.

Building off the organic feel of the logo, the pouch package designs are filled with texture and cute, personality-filled illustrations. Their bold use of colour and design elements help them stand out against competitorr products.

Characters are being used increasingly frequently in brand identities as they can help brand recognition and are often popular identifiers among young women. The characters are especially helpful because they can be altered and used across a variety of designed mediums such as packaging, social media content and even merchandise.