Shmix

The brief was to aim the brand at a younger audience and, above all, keep it funky and fun. With ambitions to move onto the high street, a memorable name mattered — so the identity makes the most of Shmix: it's not just milkshakes, it's real-fruit smoothies too.

It needed to be fluid enough to move from business and industry food sites into schools, colleges and universities — a brand with broad, all-ages appeal. Once the identity was set, I moved quickly into the first stages of marketing collateral so the concept could be tested in market.