(01)Oat drink · Stockholm

Havrö

Showcase concept

Positioning, naming and verbal identity for an oat drink that leads with taste — 312 names screened down to one island, and a brand architecture of four ways to pour.

Client: Havrö
Year: 2026
Discipline: Brand Strategy & Positioning
Scope: Brand strategy · Positioning · Naming · Verbal identity · FMCG

(01)The challenge

Six of the eight oat brands on Stockholm shelves open with a climate claim.

Shoppers already believe oat is the better choice; what they still doubt is whether it tastes good. A new oat drink needed a name, a position and a voice that owned the empty corner: everyday price, flavour first.

(02)Our approach

We mapped eight brands and audited 31 products, then wrote the positioning: the tasty everyday oat, proven by slow-milled Swedish oats. Naming ran through four rounds — 312 candidates, language screens in Swedish, English, German and Finnish, trademark and domain checks — to Havrö: havre (oats) and ö (island). The verbal identity talks about taste and mentions the planet second, across a masterbrand and four variants: Original, Barista, Choklad and Light.