Year
2026
Client
OATLY
Category
Brand & Campaign
Product Duration
1 Week
I focused on Mya’s brand of self-love, particularly her decision to marry herself in 2013. This became a starting point to explore the wider self-love movement heavily promoted across social media. I used this insight to position Choc-Oat-Let as a self-love–driven product, launching around Valentine’s Day, encouraging people to celebrate themselves rather than conforming to traditional expectations.
For the design, I wanted to stay as close as possible to Oatly’s existing style, only extending their colour palette. I maintained their fun, expressive tone to ensure the outcome still felt authentic to the brand, while allowing enough flexibility to support the concept.
The concept centres around treating yourself this Valentine’s Day, positioning chocolate as the ultimate self-gift. The campaign is fronted by Mya, who promotes not just the product but a wider message of self-appreciation. Each Choc-Oat-Let bar comes with a love letter signed by Mya, encouraging consumers to celebrate themselves and share something they love. The campaign invites people to post these moments, turning the product into both a personal experience and a social movement.
