Shaken Udder has undergone a major packaging redesign as the milkshake brand celebrates its range of premium flavours, taste credentials, and festival heritage.
The premium milkshake brand has seen significant growth since first launching in 2004 and is now worth £23.6m, with double digit growth of 19% year-on-year.
Shaken Udder’s taste credentials are now communicated through hand-drawn images of the ingredients “made with” cues, while a new design elevates the brand to reflect its “superior quality”, with a colour palette of gold and a bold eye-catching font.
With the infamous cow remaining at the forefront, the hierarchy of messaging includes a bigger focus on the brand name itself and clarity around the product type by emphasising each flavour type.
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The branding also celebrates the brand’s vibrant history, featuring large banners as a nod to the festivals where the story first began.
Consumer concept testing on the new packaging design has been encouraging, according to Shaken Udder, as 78% of respondents agree that the new design looks more “premium” than the current one.
“The rebrand reflects how far Shaken Udder has come in the last 18 years. As founders, we are so proud of our delicious milkshakes, our team, our history and our wonderful retail partners,” said founder Jodie Howie.
“The new packaging design showcases our biggest selling point which is the incredible taste of our shakes. We can’t wait for the next chapter,” she added.
The rebranding follows Shaken Udder’s appointment of Jo Abram as its new marketing director in October.
As creative director of marketing and advertising firm Big Fish – which helped on the redesign – Rob Nielsen said: “Shaken Udder set out to show just how good milkshakes can – and should – be. They offer consumers delicious, natural, creamy milkshakes for a fresh, enjoyable experience.”
He added: “We needed to evolve the branding and the design to make the name more prominent and improve taste, flavour and quality cues without alienating existing consumers.
“The end result is a bold, distinctive design with strong branding and cues that fully reflect a natural, tasty, fun and above all premium product.”
All flavours, including dairy-free alternatives, will appear in stores in the new packaging this month.
