Established in 1675, Morning Food has been in the business of milling oats for centuries. While the company saw two world wars, the Industrial Revolution, famines, feasts, and peace, it never once stopped supplying its core staples of oat bran, porridge oats, and oatmeal. The company also recently launched muesli and granola but remained strictly within the confines of morning goods categories.
With doctors and dieticians recommending the consumption of oats for good health, Morning Food began finding ways to market itself as ‘anytime’ wholegrain oats. The centuries-old company teamed up with branding and design agency Family (and friends) to launch its new brand.
Packaging and branding
The branding agency explored several names such as ‘smart choices’ and ‘a world of curiosity,’ among others. However, the company stuck with the simple ‘OatMade.’ The name is self-explanatory and lets the customer know what they can expect from the brand.
The illustrations for the packaging created by Ohn Mar Win are attractive and visually enhance the flavors.
Iain Lavelle, Head of Marketing at Morning Foods, mentioned:
“It’s safe to say we are delighted with how the packs look, we attended the Natural and Organic Product Expo at London’s Excel recently and the feedback we had both on product and branding was excellent…”