Öland

brand positioning | messaging | brand voice

What They Needed 

Although the people of Iceland have been eating the naturally protein-rich yogurt (skyr) for decades, Americans were recently introduced to its many benefits. Seizing an opportunity to bring a higher quality skyr to the U.S. markets, Öland came to us for help with standing out in a very crowded space.

What We Did

Our extensive discovery process focused on the list of entrenched competitors and the category as a whole. A key insight we came upon revealed that men were taking a more prominent role in shopping for groceries. We also discovered that the market lacked a lifestyle brand for those with more active lifestyles. In the positioning, we were able to incorporate the authentic story of the founders of Öland; an active family fueled by the pure energy of Öland skyr.

The Outcome

With our insights, the designers focused on gender-neutral design directions for both illustrations and packaging. By defining the audience as those who lead active lives, and seek streamlined nutrition without compromises, we ensured that the product will be as unique in look as it is in messaging.