Oumph!
Identity and packaging for hyped veggie brand

The brand Oumph! was founded in 2015 in Sweden and produces 100% plant-based food sold in several markets: the Nordics, the United Kingdom, and the Netherlands. It’s epic, all vegan and made of soy, peas and wheat protein. Although, Oumph! doesn’t like to label themselves as a vegan brand. Oumph! is all about mouth watering flavours and juicy, recognizable textures that makes your cooking experience as easy as pie.

When creating the brand identity and packaging design for Oumph!, the strategy and goal were to avoid the visual clichés often associated with vegetarian food. Back in 2015, most competitor brands looked the same, and Oumph! had a revolutionary impact on the frozen food aisles of Swedish supermarkets. The black-and-white, entirely hand-painted identity was inspired by DIY food culture — food trucks and chalkboards — and we wanted Oumph! to feel like a punch in the face: bold, crafty, and inspiring people to join the movement of choosing good, all-vegan food.