Courtesy of Oatly

谁没做过一夜成名走上人生巅峰的美梦呢？但有一家名叫Oatly的瑞典燕麦乳公司却真的做到了。这家公司是由一位食品科学专业的教授创立的。此前20多年，它都只是植物饮料行业里一个籍籍无名的小字辈。但从几年前开始，它的知名度突然暴涨，先是在欧洲搞出名堂，随后在美国也火得一塌糊涂。仿佛一夜之间，到处都在谈论这家公司，它甚至还上了《纽约时报》，对于一家2017年年初才登陆美国的公司，它的成绩可以说相当了不起。

Oatly从一款默默无闻的产品跃升成一种文化现象，离不开几个因素的共同推动。首先它的产品味道是相当不错的（醇厚、饱满是消费者对它的常见评价），另外植物奶市场总体上也呈增长态势。但如果该公司五年前没有对品牌进行重塑，恐怕今天知道它的人仍然不会太多。

2013年，该公司将约翰·斯库克拉夫特任命为创意总监，负责为公司品牌形象注入新活力。当时斯库克拉夫特对燕麦乳这种产品一无所知，该公司的产品包装也没有什么打动他的地方。“它没有什么令人兴奋之处，只是让人感到很无趣，跟其他产品没什么区别。”他回忆道。

斯库克拉夫特与Oatly的CEO托尼·彼得森携手瑞典知名营销公司Forsman & Bodenfors，决心重新塑造新的品牌形象。他们认为，公司新的品牌审美应该回归质朴。“我们希望给人造成一种感觉，就是这些产品仿佛是在地下室里包装的一样。总之，我们希望它看起来并不像一个企业的品牌或者Logo”。

包装上的图形是由F&B公司的设计师拉尔斯·埃尔夫曼手绘完成的。包装上的文案则由斯库克拉夫特亲自操刀，最终的包装颇有意识流的风格，同时又真诚而不做作地解释了产品和公司的使命。

在对燕麦乳进行描述后，包装上还印了一句口号：“它很像牛奶，不过是为人类制作的。”

[新闻原文]

You can call Oatly a 25-year-old overnight success story. Founded by a food science professor, the Swedish oat milk company spent decades as a niche player in the plant-based beverage industry. But a few years ago, its profile began to rise, first in Europe and now in the U.S. As if overnight, the company was being mentioned everywhere, including a buzzy feature in The New York Times. Not bad for a company who only fully entered the U.S. market in early 2017.

A number of factors helped facilitate Oatly’s ascent from obscure product to cultural phenomenon: the product is tasty (buttery and rich are common descriptors), and the overall plant-based milk sector is booming. But if not for a major rebranding five years ago, the company would likely still be flying under the radar.

In 2013, John Schoolcraft was brought on as creative director to breath new life into the look and feel of the company. Schoolcraft didn’t know anything about oat milk, and the company’s packaging didn’t do much to enlighten him. “It was uninspiring and boring,” he says. “It looked like everything else.”

Schoolcraft and Oatly CEO Toni Petersson worked with the Swedish agency Forsman & Bodenfors to overhaul the brand. The new aesthetic was deliberately unvarnished. “We wanted it to feel like we were making these packages in the basement,” Schoolcraft says. “The whole idea was for it to not look and feel like a corporate logo or brand.”

The type and images featured on the packaging were hand-drawn by Lars Elfman, a creative at Forsman & Bodenfors. Schoolcraft was responsible for coming up with the copy, which combined stream-of-consciousness musings with earnest but casual explanations of the product and the company’s mission.

“IT’S LIKE MILK BUT MADE FOR HUMANS,” reads one tagline, followed by a description of oat milk.（来源：财富中文网）

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