We Hope You Like Green

Strategy: Our answer was radically consistent: the greenest of green. Rather than just advertising matcha, we turned the colour itself into a brand experience. We defined a precise green colour range and transformed what was originally a grey retail space into a fully monochrome world. Every object, every product within that space was curated to match — sourced preferably from Berlin-based designers and iconic local references like the Ampelmann, deeply rooted in the city's identity and history. The result was a space where local culture and the Oatly brand world merge seamlessly: deliberate and immediately recognisable.

Solution: The Monochrome by Oatly Pop-up became a photogenic stage on the Ku'damm — a pop-up that reads as Oatly Matcha at first glance and generates organic, shareable social media content from every angle. A retail space became a brand experience, delivering lasting visibility and proving one thing clearly: when design concept and product identity are thought through together, a logo becomes optional.