Future Liquids Laboratory
Minor Figures makes o*t drinks, but unlike Oatly and its try-hard imitators, they’ve built a cult following by doing their own thing – which in a lot of cases means making up weird, new oat-based things. But their brand didn’t realLY embody that.
They brought me in as a strategy director, not to change the brand, but to help define what sets it apart. Working closely with the founder I landed the strategy Create Don’t Disrupt, which draws a super clear line between what they’re doing and what everyone else is doing: “disrupting” dairy – aka copying it: oat milk, oat ice cream, oat cheese…
Based on the strategy we came up with new line they use on their packaging (and merch):
Future Liquids Laboratory.
