Wild Oats Brand Identity & Packaging System

Wild Oats helped define the natural foods movement back in the ’90s, championing accessible organic products before they went mainstream. After being acquired by a major competitor, the brand all but disappeared from the scene. When a leading grocery distributor purchased the brand’s IP, they came to us with the challenge of reviving Wild Oats as a CPG products brand. And to do it within a modern food system that’s grown more industrialized, inequitable, and opaque. So we dug in, reconnecting with Wild Oats employees from the founding team, and their passion revealed a powerful truth: if the brand’s leaders were here today, they’d be furious about what has happened to the food system they fought to change. Inspired by that realization, we rebuilt Wild Oats as a modern food revolutionary, one that’s always been mad about food and is now really stinkin’ MAD about food (and what’s happened to it). Values shared with the organic and natural foods consumer. Wild Oat’s new brand identity, voice, and product strategy needed to channel the founders’ fire to enact systemic change in our food system. And so Wild Oats is roaring back to reclaim its legacy, leading the charge to bring regenerative organic certified (ROC) products to every aisle in the grocery store. This is an activist brand built for consumers who are fed up with a food system that’s been hurting the earth and its inhabitants for decades. The brand identity and packaging system we crafted embodies that revolutionary positioning with its raging red and bold design. When competitors in the natural foods space opt for bucolic greens and tans - the new Wild Oats screams from the shelf. And as the brand grows into different product categories, that red will become a beacon throughout the store for shoppers to choose certified regenerative organic, the highest standard in the natural foods movement. Wild Oats ROC-certified products are arriving in natural and organic grocery stores this summer, starting with fruit juices, smoothies and eggs.