Future Liquids Laboratory
Minor Figures makes o*t drinks, but unlike Oatly and its try-hard imitators, they’ve built a cult following by staying off to the side and doing their own thing – which in a lot of cases means making up weird, new oat-based things. But their brand didn’t real 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 and head of design, we 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.
