MIGHTY OATS
Porridge Oats
Brand Revitalisation & 
Packaging Design

Morning Foods is one of Britain's oldest family businesses, having been milling oats since 1675. Since the 1940s the company has been making core staples like porridge oats, oat bran and oatmeal under the Mornflake brand.

Mornflake wanted to communicate their genuine commitment to pioneering ethical and environmental goals better, and review their packaging accordingly to ensure the brand looked relevant - especially in the minds of younger consumers.

Emphasising eco credentials can leave consumers questioning the personal benefits of the product, and the topic may feel disconnected from their daily lives.

It doesn't have to be a tradeoff, in which we feel like we should choose what's best for us vs. what's best for the planet. Matters about the planet is not separate from us - it is our planet after all.

We developed the proposition: "To make only healthy energy for people and the planet for generations to come", emphasizing the "healthy energy" Mornflake provides "for you and your planet". This effortlessly connects the health benefits of oats, a truly under-appreciated superfood packed full of nutrients, with Morning Food's genuine passion for sustainability, use of 100% clean energy, and a drive to see change for the future of food production.

'Mighty Oats, thus became a unique and identifiable brand with a message - symbolising the power that oats have to provide that dually positive energy.

The packaging design and all other communications focused on that duality.

Check out Mighty Oats here.