ROA | Real Oat Arts
Designer | Mette Broekman & Boris de Lorm
Location | Amsterdam, The Netherlands
Launch Date | August 15, 2023
The design of ROA uses minimalism and elementary shapes of Bauhaus and retro packaging to convey tranquility and simplicity. Something simple and calm that uses warm primary colours and a beige background. In this process, we wanted to do things differently and steer clear of the sea of sameness. Looking at other plant-based milks we felt that the packaging of main brands either shouted loudly or embraced a time-tested nature-focussed design, oats and all. Often, others then tried to copy or give a twist on these designs, to mixed results.
We wanted to position ourselves outside of this tradition. In designing, we wanted to create something where art and packaging met, to try and blur the line between the two. A package that any barista would be proud to put on display on their coffee shop’s counter. This is how our collaboration with artists came to be. We wanted to use our packaging as a platform for emerging local artists. We know the struggle of finding exhibition space or outlets to show your work as a starting artist. It is one thing to create beautiful art, it is another to find a place where people can see it. So we thought, what if we put art on our packages? This way, their work is shown in coffee shops throughout Europe, and our packaging can become a work of art. A small canvas for a large audience. That is why every year, a different artist redesigns the colourful letters on our packaging. This year, Mette Broekman drew inspiration from the dunes and sea neighbouring her hometown Haarlem. The results are abstract and warm illustrations that both represent a stream, a sun setting in the sea, and a dune; as well as the letters R O A.
