Brownes CHILL Milk Gets Hot After Boxer & Co. Redesign

Serving fresh milk in a glass vase on a wooden table
SHARE
THIS



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.”

Please login with linkedin to comment

customer fatigue STW Group Upfront

Latest News

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]