Oatly is the Swedish oat drink company whose self-mocking packaging voice — printed disclaimers, arguments with itself, jokes about its own marketing — became the product's real moat. The website extends the carton onto the internet.
5 swatches
The lure
Caught on the brutalist lure
Default type, exposed structure, zero varnish — ugly on purpose and precise about it.
1 catch in this compartment