B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • Anthony Albanese
  • WPP
  • AI
  • NRL
  • Thinkerbell
  • EssenceMediaCom
  • State of Origin
  • Spotlight on Sponsors
  • imaa
  • Channel 10
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Brownes CHILL Milk Gets Hot After Boxer & Co. Redesign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Brownes CHILL Milk Gets Hot After Boxer & Co. Redesign
Marketing

Brownes CHILL Milk Gets Hot After Boxer & Co. Redesign

Gwen Blake
Published on: 29th October 2014 at 11:06 AM
Gwen Blake
Share
3 Min Read
SHARE

Sydney’s Boxer & Co. was recently commissioned to reinvigorate Brownes CHILL, the flavoured milk brand from West Australian dairy company Brownes.

Shopper insights showed that taste and strength of flavour were the key drivers in brand choice and repeat purchase in the flavoured milk category. As a result, Brownes reformulated their entire range to deliver best tasting flavours and needed a design that reflected the strength of these flavours and was bold enough to engage the target market.

Gwen Blake, Boxer & Co. managing director: “This was a great opportunity to work on a brand that is bold and proud, and create some really strong shelf shout. Brownes CHILL is an iconic brand in WA and we are really proud to be part of its evolution.”

Boxer & Co. created the new Brownes CHILL letterforms to look as though they have been punched out of iron, creating a strong and confident brand mark. The logo reads vertically, which enables it to play-out in a bigger, prouder way whilst differentiating it from its competitive set. A concrete-like texture is visible through the logo and floods the background of the pack, giving an authentic, hard-hitting feel. The Brownes CHILL logo morphs into an explosion of milk and flavour, meaning the reformulated flavour imagery and descriptor fill the ever-important top third of the pack, promising a really flavour-packed experience.

Chill_SOP_Caramel_600ml

The pack is dual facing for ease of shelf-stacking and brand recognition. A mixture of sans serif and slab serif fonts own the third side of the pack. With a gentlemanly, letter-press influence, this side of pack copy describes the brand, the variant and the realness of the flavours in a manner that has attitude and engages.

Even the barcode adds action and differentiation, with its rolling West Australian wave and surfer.

Natalie Sarich-Dayton, Brownes marketing director: “Brownes CHILL is an important brand in our portfolio and we needed the right agency to take on this challenge. We have invested a lot in our shopper insights and improving our recipes, so we needed a design partner that could translate this into commercial success on shelf. We’re really proud of the new Brownes CHILL look and feel, it will really resonate with WA consumers and we’re excited about its launch.”

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: customer fatigue, STW Group, Upfront
Share

Latest News

B&T’s Cannes Diary: Saturday & Sunday
17/06/2025
Les Timar Exits Clemenger Group After 27 Years
17/06/2025
TV Ratings (16/06/2025): Food-Themed Superhero’s Take Top Spot In Entertainment Programs
17/06/2025
Kirsty Muddle & Chris Howatson Return To Lead 2025 IPA Business & Agency Leadership
17/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?