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.

Tea is commonly associated with calm and is already established within the broader wellbeing culture. We therefore chose to complement Oddlygood’s existing barista range with a selection of various tea blend flavours , resulting in a tea-infused oat drink — a unique combination that has yet to enter the Western market.

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