Oaie Not!
Capabilities
Startegy
Brand identity
Package 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 level up. It was to evoke emotions and attract young, wealthier clients who are aware of their nutrition. It was supposed to be a new brand of fresh juices, fruit beverages, smoothies and functional shoots.
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 a part of somewhat surreal inner dialogue of the Fiigo Sheep. The Sheep asks herself a question whether she should have a smoothie, fresh juice, lemonade or maybe have an energy shot. And every time the answer is the same oaie not! (why not!)
THE SHEEP’S REALITY
Creating communication for Oaie Not! we put it on surrealism and bestowed human voice upon the Sheep, and some of the visuals including the Sheep wearing wool sweaters.
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.
