For 20 years, OzHarvest has led the fight against food waste and food insecurity as Australia’s foremost food rescue charity. Today, through its innovation arm OzHarvest Ventures, the organisation is set to go beyond food relief, by building impact-driven brands that could generate new revenue streams and help scale its mission for the future. Our challenge was to create a consumer-facing brand that could live confidently on shelf, compete in crowded categories, while still carrying the weight and credibility of OzHarvest’s purpose.
This brief called for more than a logo or a product range. It required a name, brand, visual identity and flexible design system that could work across multiple categories, including snacks, cereals, drinks and beyond, all made from rescued ingredients. The ambition was to educate and inspire conscious consumption without leaning on guilt or charity cues, proving that food made from rescued produce could feel joyful, desirable and genuinely premium.
Introducing Oh!… a bold, playful brand packed with purpose. The name is deceptively simple, nodding directly to OzHarvest (literally, OH), while also capturing the moment of surprise and delight that sits at the heart of the brand: the “Oh!” moment when you realise something delicious can also do good. Oh! reframes rescued food not as a compromise, but as an opportunity.
Visually, Oh! flips the script on traditional sustainable branding. Where the category often defaults to muted palettes and earnest messaging, Oh! shows up loud, warm and optimistic. The friendly, tilted wordmark feels human and approachable, while the custom exclamation mark acts as both a brand signature and a stamp of purpose.
The packaging system is intentionally bold and flexible. Strong colour blocking, oversized typography and playful copy create immediate shelf impact, while smaller discoverable details reward closer inspection. This balance allows Oh! to scale seamlessly across formats and categories, while maintaining a consistent, recognisable presence. Importantly, the system is designed to flex without losing clarity, ensuring the brand can grow without diluting its message.
At its heart, Oh! is about changing perceptions. It proves that rescued food doesn’t have to look worthy to be worthwhile. By pairing a confident, contemporary design language with a clear social impact model, the packaging invites people in, first by sparking curiosity, and secondly through inspiring through purpose.
Because sometimes, the most powerful way to change behaviour isn’t to tug on heartstrings… it’s to make people stop, smile, and say “Oh!”
Executive Creative Director: Dan Cookson
Design Director: Michael Longton
Designer: Ryan Psaila, Ruiyang Zeng, Mike Lam
Creative Strategy Director: Amber Groves
Account Director: Ashley Ng
Managing Director: Marijana Simunovic
