Oatly “Ditch Milk” mural ad
In March 2019, Oatly posted a mural ad in London’s Shoreditch district during the London Coffee Festival. The giant bottle with the words “ditch milk” were designed to grab the attention of the public and baristas at a time when oat-based milk alternatives were becoming mainstream. The ad, credited to Oatly’s recently hired creative director, Michael Lee, was soon followed by a variety of type-based ads and billboards placed by the company in Europe and North America over the next few months. While the mural appears to be hand lettered, the main copy is set in a typeface, Girdo, a corporate font of sorts drawn by Lars Elfman, whose hand lettering was a major part of Forsman & Bodenfors’s rebrand of Oatly in 2015. The small text is set in FF Magda, used consistently by the brand since that facelift.
