ODDLY GOOD GUT FEELING

Brief: Oddlygood is a plant-based brand offering everything from oat drinks to cooking products, aiming to make choosing plant-based simple, delicious, and joyful. The brief is to develop future-focused packaging concepts that feel credible for the brand and inspiring for a new generation. The target audience is Gen Z, who view wellbeing as a balance of energy, sustainability, and personal lifestyle expression. The packaging should be clear yet flexible, reflecting their identity while fitting into a broader 360° brand experience.

 

Solution: Inside every human being, there’s a constant interaction between body, mind, and billions of tiny life forms that keep us in balance. ODDLY GOOD GUT FEELING visualizes this invisible interplay — how the micro and the macro connect, how function and emotion meet, and how energy arises through balance rather than performance. The design expresses wellbeing in motion — that subtle feeling when everything aligns, when body, mind, and rhythm are perfectly in sync.

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We created a range of plant-based, sparkling probiotic drinks with innovative and unexpected flavor combinations that spark curiosity and attract a trend-conscious audience. A healthy gut starts with probiotics — that’s the idea behind the name Oddly Good Gut Feeling. The design is inspired by the shapes and forms of the stomach and intestines, interpreted through an abstract and artistic lens. The first product is Oatghurt — a plant-based yogurt drink packaged in a can. The can helps preserve the beneficial gut bacteria and maintain the drink’s lightly fizzy texture. In terms of texture, it’s smooth and pourable — almost like milk.To expand and strengthen the Gut Feeling concept, we’ve created a kombucha — a refreshing, gut-friendly alternative to traditional energy drinks. Naturally caffeinated and rich in probiotics, a perfect complement to our nourishing yogurt drink — light, energizing, and thirst-quenching.

​Inspired by the gut, our campaign uses humor and focuses on intestinal villi to match Oddly’s playful and quirky tone. We’ve also created products like iPhone cases inspired by gut textures and the Oatghurt itself — with packaging designed to fit right onto the case. AI was used to create Iphone cases. 

 

Group school project. I designed the visual identity for the kombuchas (excluding the typography layout) and contributed overall throughout the entire project, from concept and idea to execution, including photographs, mockups, and more.