Oatly Soft Serve
Visual Identity System

Visual identity system created for Oatly’s Soft Serve. Born out of the “Soft Serve” illustrated type on the packaging, a set of additional cone artworks were created as well as a full alphabet of illustrated type to be used for bespoke flavors. Also introduced to the system were patterns inspired by soft serve toppings.

Assets were rolled out in a robust 60 page toolkit catalog for food service partners featuring point of sale signage, machine decals, social assets, apparel and packaging. The assets were first used in Oatly’s partnership with the New York Yankees, Chicago Cubs, and Texas Rangers for animated stadium signage and concession stand assets.

Role: Design Director and partner with Creative Director, Suzanne Steele