The milkshake brand Frijj, which is owned by the Dairy Crest group (which also owns Cathedral City cheddar, Country Life butter and Clover margarine), recently announced a complete redesign of its packaging. BrandOpus has given the brand's trademark coloured cow print a literal shakeup, applying a centrifugal effect to the logo. The design consultancy has also worked previously on other Dairy Crest brands, including those mentioned above.
The milkshake brand Frijj recently announced a complete redesign of its packaging
The idea is to display the “Full on fun and enjoyment” brand essence and convey the energetic spirit of the product, which is aimed primarily towards a younger market and consists of five flavours, which have also been renamed; Full on Fudge Brownie, Burst of Bananas, Seriously Strawberry, Choc-o-Chocolate and Mucho Cookie Dough. The revamped range, which took a total of nine months to design, will be available for purchase in major UK retailers; Tesco, Sainsbury’s, Morrisons and Asda.
BrandOpus has given the brand's trademark coloured cow print a literal shakeup
Paul Taylor, executive creative director at BrandOpus, said the design was “Inspired by Catherine wheel fireworks,” and believes that “The identity is positioned proudly at the core of the pack design and its energy impacts how the flavour swirls are brought to life.” He adds that the bottle “Now looks like it is being shaken or spun, as if it has been put it in a centrifuge, just for fun.” The original brief, he continues, was to “Inject full on fun into the brand,” which he feels they did by taking the “Historical cow print of Frijj and turning that into an energetic reflection of the product being shaken, reflecting the idea of a milkshake.”
“The design was inspired by Catherine wheel fireworks” Paul Taylor
The brand redesign aims to refresh the brand, which has had a pretty consistent look and feel for a while, to the extent that Taylor feels it had grown stale. To combat this mounting indifference, he said they made a considered effort to “Move away from some of the generic patterns in the old design, to make the brand feel more energetic” and modern. The new design also features a new typography, which has a “Much looser, hand-written feel” than before,” and also conveys the idea of movement.
Frijj also recently introduced three new coffee flavoured products to the range
Laura Sheard, head of marketing at Dairy Crest, said they are “Excited to be rolling out a new look packaging and logo,” which they feel is now more representative of the “Exciting, thick, great tasting milkshake inside each bottle.” She also hopes that “The creation of new personalities for each flavour variant will highlight the Frijj brand’s fun-loving identity and hopefully attract new shoppers to the brand.” Speaking of which, the brand also recently introduced three new coffee flavoured products to the Frijj range; Latte, Caramel Latte and Mocha, which have been given the same design treatment as the core range.
