Oddly Break

Brand Packaging Course, 2025

Strategy, Concept, Art Direction, Copy writing & Graphic design: Katarina Delin, Vega Gullberg, William Rundström & Marcus Bengtsson.

BACKGROUND

Oddlygood is a plant based brand offering everything from oat drinks and gurts to cooking products and protein-rich alternatives. The vision is to make it easy and delicious to choose plant-based – always with a sense of joy, curiosity, and accessibility.

As consumers – and especially Gen Z – adopt a broader view of wellbeing, where balance, energy, sustainability, and everyday choices are interconnected, we want to explore how Oddlygood can take the next step in packaging design.

THE BRIEF

Develop packaging concepts for the future of plant-based wellbeing.
The goal is to create solutions that feel authentic to Oddlygood as well as inspiring for a new generation.

THE CONCEPT: ODDLY BREAK

Introducing a nisched and cocky, yet still dynamic and inviting Fasching.

We aspired to make a new and fresh visual identity that reflected the warmth and pulse of Fasching’s inspiring and creative community, while still maintaining their astonishing legacy and what they stand for.

The word ‘friction’ quickly became prominent in our visual expression. Friction arises when surfaces meet — it vibrates and moves, energy turns into heat. Blurry visual elements creating a sense of movement and rhythm. A colour palette usually connected to jazz, but put in a new costume. Blocks and letters overlapping, chafing against teacher other. And heat is generated.

With the new logo on two rows rather than one, we realised that the ‘ing’ in ‘Fasching’ had more potential than just a fine detail. It became a big part of our toolbox by creating verbs that accompanied the new Fasching.

INSIGHT

Gen Z is starting to grow tired of “the grind” – the glorification of constant work and stress in the pursuit of climbing the career ladder. This shift reflects a growing preference among young people to prioritize work/life balance and a “soft life” over relentless achievement.

Where previous generations viewed breaks as a reward after hard work, Gen Z sees them as a necessary way to exist in an overwhelming world – something you do for your own wellbeing. As a result, Gen Z is seeking a way out of a system that demands too much and leaves too little time for joy and relaxation.