Case Study: Oobli restores the joy of sweetness with Zeus Jones

Oobli lands on Time’s 200 Best Inventions of 2023 with Zeus Jones

Zeus Jones partnered with Oobli, a company using precision fermentation to create sweet proteins, to launch an entirely new food category. The challenge was to introduce this breakthrough technology to the public, combat diet culture misinformation, and restore a positive narrative around sweetness without relying on sugar or traditional artificial sweeteners.

The solution from Zeus Jones involved deep research and a creative platform that led to a full brand identity, strategy, and launch support. They built a joyful brand with a vibrant visual identity and narrative focused on inclusive indulgence. This work successfully launched Oobli's sweet tea and chocolate bars, which gained significant recognition including a spot on Time magazine's 200 Best Inventions of 2023 list.

Oobli