OddlyBreak

Brand Packaging Course, 2025

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

Develop an OddlyGood packaging concept for the future of plant-based wellbeing, with Gen Z as target group.
The goal is to create solutions that feel authentic to Oddlygood as well as inspiring for a new generation.

THE BRIEF

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.

INSIGHT

OddlyBreak serves as a protest against the glorification of ‘the grind’, employing humor and self-irony as mechanisms for coping. Our tone of voice is inspired by the meme culture, a space heavily frequented by Gen Z.

With OddlyBreak, Gen Z can reclaim the notion of taking a break on their own terms. It is not a wellness ritual, mindfulness practice, or a ‘self-care Sunday’. It is simply a moment where you don’t have to excel or perform.
A break is not a reward — it is essential.

THE CONCEPT: ODDLYBREAK