The archive · Brand & Identity · Marketing decision · 2023–2024
MYOM sells oat milk as an 88%-smaller concentrate: more taste, less waste
An oat 'mylk' brand shrinks its product by 88% and builds the whole identity around the compression — a logo born from a single drop.
MYOM
What it had to solve
MYOM's reason to exist is that its oat-based concentrate is shrunk by 88% to minimize the negative impact of plant-based milks. The identity had to make that 'small things and big impact' idea feel indulgent rather than diminished.
How it works
MYOM makes plant-based milk differently: its oat-based concentrate is shrunk by 88%, a compression designed to minimize the negative impact of plant-based milks. The company's founding idea is that small things can have a big impact, expressed as 'More Taste, Less Waste'.
The brand system makes that idea visible. The logo is born from a mighty mylk drop: letters that brim with indulgence echo both the full-rounded expansion of the mylk and its compact, concentrated nature. The mark performs the product argument instead of explaining it.
It is branding in which the product's single engineering fact — an 88% shrink — becomes the whole identity, from the shape of a letter to the brand's reason to exist. The work is preserved in D&AD's awards archive under Branding; the entry records no sales figures.
Why it lands
- The 88% compression is not hidden in a spec sheet: the identity repeats it until smallness becomes the brand's point.
- A logo drawn from a single drop makes 'full taste from a compact thing' legible at a glance.
- The mantra 'More Taste, Less Waste' gives the sustainability story a hedonistic side, so less does not read as sacrifice.
- Brand and product share one idea, so every touchpoint reinforces the engineering decision.
What it did
The product logic and the mark are the same idea — small things, big impact — so the 88% shrink is what the brand talks about; the work is preserved in D&AD's awards archive under Branding, which records no sales figures.
What you can take
When a product's virtue is subtraction, let the brand show the arithmetic: a mark that visibly expands from a single drop tells the concentrated story faster than any claim about it.
Since then
MYOM's identity was shortlisted at the 2024 D&AD Awards and picked up awards at The One Club for Creativity in 2024; the D&AD archive entry records no sales figures. The reusable pattern is branding the subtraction — the format change and the logo tell the same story.
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