ReceptarkivetIn spring 2024, Oatly launched "Receptarkivet" in collaboration with Erik "Jerka" Johansson and Nichlas Niemi to collect and preserve Swedish family recipes for the future.
People were encouraged to share their recipes and the personal stories behind them, with the initiative ultimately leading to the creation of a new cookbook. The campaign was based on a YouGov survey showing that 70% of Swedes believe it is important to preserve family recipes, many of which are still written on handwritten notes. The recipe collection took place from February 22 to April 22, 2024.
As Art Director, I was a part of the team who developed the creative concept and visual direction for "Receptarkivet,". I crafted the moodboard, ensuring a timeless and cohesive aesthetic across all visuals. I worked closely with the production team to maintain the campaign's visual identity throughout the process, from initial ideation to final execution, delivering a nostalgic yet modern take on culinary traditions.
Project Manager: Mikael Åkerström, Art Director: Frida Söderberg, Creative: Mimmi Onsum
