Kornkraft
Branding
Packaging Design
University Project
Client
Kornkraft (fictional brand)
My Role
Media Design & Branding
Timeline
2025
What
A cross-media brand identity for Kornkraft, a fictional oat-based food brand — packaging for two products, a landing page, and a social media content strategy.
Why
Category research showed oats sitting in a strange spot: genuinely strong on health credentials, but surrounded by dated design and almost no convenience formats beyond the occasional bar. That gap in experience, not nutrition, became the brief.
How
Starting from category and competitor research, built a brand system around one simple idea — oats made approachable — then carried it consistently across packaging, web, and social.
Research
Oats hold their own against the broader “superfood” trend on substance alone — nutrient-dense, naturally gluten-low, genuinely backed by health benefits rather than marketing claims. Sizing the category (a $4.4B global oat market inside a $175B superfood market, with millions of regular weekly consumers) confirmed real demand. A competitor scan showed a market that’s fairly saturated, but also consistently underwhelming: dated design, and almost nothing in convenient formats beyond snack bars.
Insights
The opportunity wasn’t nutritional, it was experiential — oats didn’t need another health claim, they needed a brand that felt simple and likeable rather than clinical or generic. That became the core idea: “Oats made simple, health made easy” — a brand built to win on warmth and character, not on out-claiming the competition.
Design
A bold, warm identity built around one distinct illustrated character per product — an owl for Uhu Oats, a robin for Rotkehlchen Porridge — giving each product its own personality within a single consistent system. That identity carries through packaging (tube and jar formats), a full landing page, and a social content plan spanning FAQs, product announcements, and seasonal promotions.
Last updated: