Reimagining a legacy brand for the modern consumer

Wild Oats helped define the natural foods movement of the ’90s, championing accessible organic products before they were mainstream. After being acquired by a major competitor, the brand disappeared until KeHe purchased the IP.

Their challenge to us? Revive its legacy within today’s food system, one that has grown more industrialized, inequitable, and opaque. Conversations with past employees revealed a powerful truth: if the brand’s leaders were here today, they’d be furious about what has happened to the food system they fought to change. Inspired by that realization, we rebuilt Wild Oats as a modern food revolutionary, one that’s always been mad about food and is now really MAD about food (and what’s happened to it).

Its identity, voice, and product strategy channel that fire. Wild Oats returns, leading with regenerative organic products, a raging-red identity, and a mission to bring meaningful change to every aisle.