Case Study: MO achieves a bold international oat dairy rebrand with Werklig

MO launches Finland’s first pure oat dairy with Werklig, winning 1st in Dairy & Dairy alternative products at Dieline Awards 2022

The customer, Mö, is Finland's first pure oat dairy, founded by two sisters. Their challenge was to develop a brand that could expand their reach without the judgmental tone common in the food alternative sector. They needed to convert consumers through taste and charm rather than preaching. Werklig provided brand strategy and creative services to help articulate Mö's unique position and values.

Werklig's solution was a close collaborative process that defined Mö's story and translated it into a distinct visual identity. This new branding subverted traditional dairy aesthetics with a nostalgic yet contemporary design. The impact was a strong, recognizable brand that the founders credit with giving them the confidence to operate internationally. Mö has been particularly noticed in Nordic countries and its packaging is now a true reflection of the company's story and values.

MO