Brekki Overnight Oats

Brekki Overnight Oats approached Caava Design to create a brand identity and packaging system for a new product in the growing breakfast and health food category. Because overnight oats were still unfamiliar to many shoppers, the packaging needed to explain the product quickly while standing out in a crowded refrigerated case. We developed a colorful, vibrant identity designed for strong shelf visibility, pairing a distinctive logo system with typography, a flexible color palette, custom illustration and retail packaging. The work brought our food brand identity and food packaging design capabilities together into one cohesive consumer brand. The system helped Brekki attract the attention of Whole Foods, which piloted the product in Southern California stores and gave the startup meaningful retail exposure. The identity was then extended across additional brand applications, creating a consistent foundation for Brekki as it entered the marketplace.