We wanted to create an Oddlygood packaging concept for the future of plant-based wellbeing, with Gen Z as target group. The goal was to create solutions that feel authentic to Oddlygood as well as inspiring for a new generation.

Gen Z is starting to grow tired of “the grind” – the glorification of constant work and stress in the pursuit of climbing the career ladder. Young people prioritize work/life balance and a ‘soft life’ over relentless achievement. Where previous generations viewed breaks as a reward after hard work, Gen Z sees them as a necessary way to exist in an overwhelming world, something you do for your own wellbeing. Gen Z is seeking a way out of a system that demands too much and leaves too little time for joy and relaxation.

OddlyBreak serves as a protest against the glorification of ‘the grind’, employing humour and self-irony as mechanisms for coping. Our tone of voice is inspired by the meme culture, a space heavily frequented by Gen Z. The illustrations plays a prominent role in the OddlyBreak range, depicting people taking a break in odd positions.

With OddlyBreak, Gen Z can reclaim the notion of taking a break on their own terms, to simply have a moment where you don’t have to excel or perform. A break is not a reward, it's essential.