Oaie Not!
Capabilities
Strategy
Brand identity
Packaging design
Romania used to be famous for being a Shepherd’s land. And what’s the most important thing for a shepherd? Sheep! It is proved by a popular folklore ballad named “Miorita”, which narrates of a sheep who was able to speak and wanted to save her master. The ballad is well-known to all Romanian children.
FIIGO NEEDED A BRAND ENERGIZER
We were asked to create a brand to take fiigo to the next level. The idea was to get people feeling emotional and attract younger, wealthier clients who know about nutrition. The plan was to start a new brand of fresh juices, fruit beverages, smoothies and functional shots.
FIIGO BRAND EXTENSION
We wanted a brand that would be deeply rooted in Romanian culture and appealing to young, European-oriented customers.
Oaie, meaning “sheep” in Romanian, is pronounced as “why”. So the brand name sounds “why not”.
It works together with fiigo brand name: “fii”, which means “to be” in Romanian and English word “go”.
SHEEP’S INNER VOICE
Oaie not! Is part of the Figo Sheep's inner monologue, which is a bit surreal. The Sheep is asking herself whether to have a smoothie, fresh juice, lemonade or maybe an energy shot. And every time, the answer is the same: oaie not! (Why not!)
THE SHEEP’S REALITY
We created communication for Oaie Not! by putting it on surrealism and giving the sheep human voices. Some of the visuals included sheep wearing woolly jumpers.
MEH
The local sheeps differ in sound from those of England. Instead of typical “meh” and “baa”, our local sheep sounds more like “bee”.
The Sheep asks “Would you like to drink something natural?”, bleating typically, prolonging all “eee” vowels.
