Proper Oats appeared on BBC’s The One Show Monday 3rd May 2021, and was the latest brand to have backing from successful Dragon’s Den entrepreneur, Deborah Meaden. The show followed owner, Suz, in her daily challenges of running a start-up company, receiving knowledge and experience from Deborah Meaden on growing the business to new heights.

Born in the lull of lockdown 2020, owner Suz, saw a gap in the market for ready-to-eat porridge and overnight oats made with all natural ingredients. High in protein, low in saturated fat and with no refined sugar, this healthy and nourishing food-to-go format helps people maintain a healthy lifestyle, whilst being on the go.

Following advice from Deborah, Suz looked to us here at Brash Creative to have her packaging redesigned. We were asked to create an eye-catching and inspiring design that would provide ample amounts of shelf stand out, whilst still being reflective of the product.

Challenges: Creating eye catching design, to compete in a brand saturated space. Call out “Ready To Eat” in a clear & direct way. Educating shoppers on the concept of overnight oats. Communicating flavour at a glance through choice of colour and illustration.

Results: We created an exciting, contemporary design with shelf stand out. Deboarah Meaden approved of the look and feel. Clearly understandable flavour profiles.“Ready To Eat” was clearly communicated on front of pack. The scientific jargon of key call-outs was simplified, making this easier for consumers to understand.