Oatbedient: Loved by Design | Strategic Identity & Packaging for Regenerative FMCG Brand — Somewhere Else® | Somewhere Else®

Oatbedient oat milk packaging on shelf design simple hand drawn typeface

Simple by Choice, Loved by Design

The start-up behind Oatbedient had a clear goal: to create clean, plant-based products that people actually want to drink, starting with oat milk. No fillers and no weird aftertaste, just good ingredients, good taste and a good heart.

The product delivered (we taste-tested it ourselves). But the brand? Not yet. In a saturated market full of loud, hyper-styled competitors, Oatbedient needed to stand out—not by shouting—but by being clear, joyful and genuinely trustworthy.

Oatbedient Oat Milk Rebranding Packaging Design Closeup

Everyday Clarity vs. Mainstream Noise

Can a FMCG brand feel everyday, be universally appealing yet not disappear into mainstream noise?

Oatbedient Singapore Branding Packaging FMCG Illustration Oatdit Simple Ingredients

Behind the Breakthrough

BELIEF & MOMENTUM

From the start, we knew this brand wouldn’t be built on hype. Oatbedient had to feel like a brand you’d trust with your kid’s breakfast or your parents’ pantry.

That meant leading with heart. We worked closely with the founders to translate their values into a FMCG brand strategy that would deliver with honesty: Rooted in simplicity, transparency, and that rare thing in crowded FMCG spaces: sincerity.

CHARACTER & FORM

We started with tone—early iterations leaned bolder and louder but that wasn’t Oatbedient. So we stripped it back to the truth: this was a brand with nothing to hide and no fillers. The final tone of voice is straightforward and kind, reflecting the founders’ desire to communicate with real people, not market segments. Every line was crafted to feel like it came from a real mom instead of a boardroom.

We created a brand world that echoed this. The hand-drawn typeface has a chalky texture, imperfect and warm. The illustrated oat mascot, Oatdit, anchors the brand in approachability, inviting even skeptical shoppers to take a closer look.

Designed for both emotional resonance and shelf clarity, we prioritised delightful clarity across every touchpoint: a brand that never talks down, never tries too hard, and never forgets that everyday people deserve better.

Oatbedient Oat Milk FMCG Packaging Test Trial Kit Free Samples

Oatbedient Oat Milk FMCG Truck Design From Our Family to Yours Hand-drawn Illustration

Oatbedient Oat Milk FMCG Packaging Mailer Boxes Hand-drawn Illustration

Oatbedient Oat Milk FMCG Packaging Sachet Hand-drawn Illustration Oatdit Character

Somewhere Else understands our needs and does all it can to achieve the best outcome for us. The team is also willing to work such that both consultant and client ambitions converge for success. Their strong conceptual ideas make them highly recommended!

— Alex Seh, Business Development

Oatbedient Singapore Oat Milk FMCG Packaging Product Design

Outcomes

Oatbedient launched with a visual and verbal identity that breaks category clichés; relatable enough for grocery aisles, but strong enough to scale.

The brand now stands out as a strong alternative in a noisy FMCG arena, showing up across the region, from Taiwan to Mongolia; proof that thoughtful FMCG branding and packaging design can scale across markets.
We continued to design packaging for new ranges post initial launch
Founders have run with the extensive toolkit provided; enabled creative brand building uncommon in the FMCG space. They also collaborated with Uniqlo T and presented at streetwear conventions.

Oatbedient’s branding drew top praise at Transform Awards Asia, earning Gold for Best Visual Identity (FMCG), outranking Ella’s Kitchen (RedFern Digital) and Nestlé China (ShinyBay) and Silver for Best Use of Copy Style.

Most importantly, Oatbedient now feels like what it set out to be: a better everyday choice, designed for real people and real lives. Proof that thoughtful FMCG branding and packaging design

Make Everyday Better?