Oatly Influencer Box & Kids Of Immigrants
Oatly Seed Influencer Box Design & Printing: Manufactured In New York City
The Kids Of Immigrants & Oatly Influencer Box Story
Every project — big or small — begins with Discovery. Defining the scope, production value, budget strategy, and all the intangibles is the single most important step. For the Oatly Seed Influencer Box, that process was everything.
Oatly’s creative team is far-flung and mostly remote. It started with decks of specific “looks” and material suggestions — pictures of similar merch the team was eyeing. From there, we fell into a rhythm of video meetings: discussing, sharing, and doing amazing show-and-tell of materials and construction methods. As we got close, we built a series of prototypes, working through nuanced corrections and added specs until we really nailed it. By the time the final fulfilled box prototype was completed, it was perfect in every way.
During the pandemic, contactless marketing became the strategy — and the Influencer Box was born for exactly that moment. As product launches, fashion shows, and brick-and-mortar experiences moved online, brands discovered this tool could be tremendously effective. Because at the end of the day, people love getting gifts.
The Oatly Seed Box was built around a collaboration with Kids of Immigrants — a barista workwear capsule collection celebrating the coffee community and the people who keep it humming. When Oatly sent over their preliminary decks, our team immediately started sourcing every relevant material and worked toward a draft prototype so their creatives could consider all the options. We had a lot of merch and product to get into this box. Our solution was elegant and successful — custom enamel pins, a beautifully crafted letter, and a carefully curated unboxing experience that felt personal from the first moment.
The letter inside set the tone perfectly: “We know what you’re thinking… ‘I don’t remember ordering this box.’ Don’t worry. We ordered it for you.” Three collectible enamel pins — a globe, a Kids of Immigrants flag, and an Oatly milk carton — were tucked alongside, each a small but meaningful nod to the collaboration’s spirit.
Most importantly, when the media received it, it felt like a special gift made just for them. The Pour Into Others capsule collection launched January 15th — and sold out in 24 hours. The campaign earned coverage from Highsnobiety, The Drum, and Plant Based News, and launched alongside partnerships with eight immigrant-owned cafés across the US.
The Seed Box was the opening move. Earth Enterprise helped make it land.
That’s what happens when Earth Enterprise is brought onto your project. Our team brings the magic.
