boring oat milk → brand identity

Entrepreneur Morgan Maw approached DMY to help launch the first oat milk produced in New Zealand, using locally sourced oats and recyclable packaging—a unique feat in a market where all other oat milks were imported. Our goal was to craft a brand that could stand out in a crowded category and resonate with sustainability-minded consumers both locally and internationally. We created the brand name, identity and packaging for “Boring®,” with a self-deprecating, irreverent personality that challenged conventional FMCG norms. In a category filled with loud, colourful packaging, we opted for a deadpan design with strong colour blocking, limited palette, and restrained visuals. Boring® quickly achieved 21% market share and exceeded sales projections, establishing itself as a distinctive, top-performing brand in New Zealand’s oat milk market.