Haverwolk
An oat and barley drink that tastes like a Dutch breakfast, not a health lecture.
- What we made
- New brand
- Sector
- Oat and barley drinks
- City
- Rotterdam
- Year
- 2025
The brief
Two brewers found a way to turn leftover barley and Dutch oats into a creamy drink. Recipe and production were ready, but there was no name, no brand, and a supermarket pitch was coming up fast.
People skip plant drinks that feel like medicine. They buy the ones that feel like breakfast.
Measure: research
We ate breakfast with families in Rotterdam and Utrecht and walked the chilled aisle with them. Plant drinks looked virtuous, pale and joyless. Nobody described one as a treat.
Pattern: strategy
Position Haverwolk as the soft cloud in your coffee: comfort first, goodness second. The voice is warm and a little silly, never preachy.
ArchetypeInnocent, with a Jester’s grin
Fit: identity
A round, heavy wordmark, cloud shapes built from circles and a lilac that stands out in a fridge full of white and green. Three routes went to shoppers; this one made them smile first.
- Typeface
- Bagel Fat One
- Palette
- #B79CFF
- #140F3A
- #FFF4E6
- #FF8A5B
Finish: toolkit
Packaging templates, a flavour system for new variants, social formats and a two-page voice guide.
The result
Haverwolk launched in Dutch supermarkets with one design system for every flavour. The second variant went from idea to shelf without a new agency brief.