Overnight Oats Bar

Design, Art Direction, Copywriting

Product development

Overnight Oats Bars were born from the premise of "Overnight Oats... But Better" - a re-imagination of the mouthwatering overnight oats featured on beautiful food blogs, but with the convenience, portability, and ease of a bar. In a digital age saturated with TikTok life-hacks and influencer promoted products, Overnight Oats Bars cater to the aesthetic functionality that modern consumers crave.

Visual identity

Being a multi-channel, nationally-distributed brand, Overnight Oats Bars needed to resonate with numerous consumer demographics (from Walgreens shoppers to Instagram influencers, and everything in between). A strong focus on real oats as the hero ingredient, a flavor-forward color palette, and clear health callouts were key. The packaging needed to emulate modernity and stand out in retail aisles among breakfast alternatives, traditional protein bars, and tasty granola bars.

Media strategy

Balancing the relatability of a badly photoshopped meme with the appeal of more curated media helped to portray the product as simultaneously approachable and aspirational. A 3-pronged content approach of oscillating between branded memes, playful illustrations and graphics, and influencer-inspired photography captured a varied audience from Gen Z teens to Millennial moms.

Go-to-market

Overnight Oats Bar hit $1 million in revenue within a year of launch, and is carried nationwide at Walgreens, Wawa, Wegmans, and Walmart. The most successful social activation was a giveaway of ~800 sample boxes of bars via Instagram, increasing the brand's account following by 1k followers in just under a week.