Name Change: The original brand name, “OATME Superfoods,” was the first challenge we faced. I emphasized to the client that this was a major obstacle. The name was misleading—despite not selling oats, the brand name implied otherwise, potentially confusing consumers at a glance. The intention behind the name was to suggest pairing the freeze-dried fruits with oats, but the product offered much more versatility. These freeze-dried snacks could be paired with yogurt, granola, or ice cream for added crunch, used in baking, or even as drink garnishes. The name simply didn’t reflect the full potential of the product.

After brainstorming, we agreed on a new name: OHME! This was not only memorable but also captured the vibrant and joyful essence of the brand. It aligned well with the cheerful, bright visuals we were planning.

The second challenge was creating suitable imagery for the product. This was a manageable task, as we generated product photography using AI and enhanced it through Photoshop. The resulting visuals fit perfectly with the front-of-pack design and communicated the lively, fun nature of the brand.

I aimed to convey three key messages through the visuals: healthy, fresh and new, and elevated edibles:

Healthy: The goal was to ensure the product isn’t mistaken for candy or something overly sweet with hidden sugars. I used a clean, minimal, editorial-style photo to showcase the simplicity of the ingredients and clearly represent the SKU—focusing on whole, natural foods.

Fresh and New: Since freeze-dried snacks, especially OHME!’s yogurt cubes, are part of an emerging category, I wanted the design to feel as innovative as the product itself. The goal was to intrigue customers who might not normally consider freeze-dried snacks and encourage them to explore the product.

Elevated Edible: While I personally enjoy freeze-dried raspberries on their own, most consumers might prefer using them to enhance their favorite dishes, adding a sweet, tangy crunch. This idea of elevating everyday meals was essential in the design to emphasise the versatility and sophistication of the product.