Oobli Sweet Proteins
BRANDING // PACKAGING // MARKETING
Oobli is in the business of sweet—which means that before they’re a food company or a tech company, they’re a happiness company. This is what’s at the core of the design system, giving people permission to indulge in sweetness once again. Sweet proteins taste like sugar but act like protein. That means no sugar highs and lows, no impact on your gut health and no weird aftertaste or lingering effect.
Together working with the incredibly talented team at Zeus Jones, we crafted a design system that resonates sweetness and optimism.
Credits:
Agency: Zeus Jones
Creative Director: Alex Register
PROJECT MANAGER: Anna Evenson
STRATEGY Director: Ellie Schneider
Strategy: Jen Shadowens, Jordana Rothman
Illustration: Meredith Schomburg
Photography: Dylan Nelson
Designer: Elida Holte
My Role: Designer / ART DIRECTOR
Always a treat,
never a trade-off.
Sweet proteins are nature’s candy—but with a trickster spin. They evolved in nature to fool primates into mistaking them for sugar, but with none of the health impacts. We visualized these proteins for the brand system in the form of unique shapes called “oobles”. These oobles help connect the brand to the foundational science which drives Oobli.
The Future
is Sweet.
Oobli achieved the honor of making TIME’s 2023 Best Inventions list. This accomplishment is the result of many talented people coming together to bring this revolutionary brand to life. There are many more revolutionary new products in the works at Oobli, so keep an eye out on this space. The future of sweet is bright.
Sweet Tea,
Sweeter Life.
Oobli isn’t stopping at chocolate. Sweet proteins have the potential to benefit all products in the sweetness category. Iced tea for example provides a great opportunity to revolutionize a space that’s been desperate for change without compromising sweetness.
The Stand-Up
Sweet.
Sweet proteins are not only good for your health, they’re also good for the environment. Every 1% reduction of sugar production represents 650,000 acres of land saved. That means these low-footprint, naturally-fermented sweet proteins are a straight line to healthier ecosystems.
