The design agency Pond tasked us with creating a packaging concept for Oddly Good. The brief was to position plant-based wellbeing for Generation Z.

Gen Z has grown up in a constant stream of information where everything is questioned, shared, and judged in real time. They are well-informed and critical, but also tired and overwhelmed. They are sceptical of health claims, yet still drawn to new wellness trends.

Even with strong health messaging, oat drinks are often rejected because they feel too processed to be truly healthy. This audience wants to understand what they consume and is tired of being told what is right.

“Clean Label” is no longer a trend but an expectation. 72% of Gen Z prioritize transparency in ingredients. Imperfections can build trust. Brands that show their flaws are seen as more human and more real.