Rebranding
Umpqua Oats

2018, Branding








Umpqua oats is an oatmeal brand based in America. “Umpqua (ump + kwah)” is a green valley known for the umpqua river and the umpqua tribe of Indians in Southern Oregon. It is also a native American word originally meaning “a satisfied stomach” The instant oatmeal with fruits and nuts is their main product.

Umpqua oats promises to provide the best chew quality of their oats, believes in an honest meal and offers real dried fruits and nuts to the customers.

“All-embracing” is the core theme of the rebranding design strategy. All-embracing promises the customers from diverse culture backgrounds a breakfast culture that caters to their youthful lifestyles through a cup of oatmeal that embraces various nutrition and tastes to fulfill consumers with all kinds of energy to achieve their goals in lives:

“Love what they love, and live the way they want”;
“All-embracing” nutrition and tastes;
“All-embracing” goals and wishes
Umpqua oats是美国的一个燕麦品牌。“Umpqua (ump + kwah)”是一个绿色的山谷,因Umpqua河和俄勒冈州南部的印第安部落而闻名。它也是一个美洲土著词,原意是“饱腹”,含有水果和坚果的速溶燕麦片是他们的主要产品。

Umpqua燕麦承诺提供最好的咀嚼质量的燕麦,相信一个诚实的膳食,并提供真正的干果和坚果给客户。

“包罗万象”是重塑品牌设计策略的核心主题。包罗万象向来自不同文化背景的顾客承诺,一种早餐文化,通过一杯包含各种营养和口味的燕麦,迎合他们年轻的生活方式,满足消费者的各种能量,实现他们的生活目标:

“爱他们所爱,按他们想要的方式生活”;
“包罗万象”的营养和口味;
“包罗万象”的目标和愿望

visual elements | 视觉元素


primary & secondary logo | 主 & 副 logo





logo specifications | logo 使用规范




typeface & color choices | 字体 & 颜色选择



illustrations | 插画


business cards | 名片设计




stickers | 贴纸设计



package design | 包装设计





campaign design | 宣传设计






︎  molanehu@gmail.com