Crusha

COOL FOR CATS

Identity
Packaging
Tone of Voice
Guidelines

We strode into the diner, kicked the jukebox and let the good times roll on a refresh of the iconic milkshake syrup. Balancing nostalgic pop culture with the modern ‘out-of-home’ milkshake experience, our new design reinstates Crusha’s original cool factor and makes sure the brand can shake things up for a whole new generation.

Business Challenge:

Crusha has been the original milkshake syrup since the 1950s. However over the years the brand had lost the irreverent, experimental personality that had once made it great, replacing rebellious edge with parent-friendly reassurance.

To capture a new generation of Gen Z milkshake lovers the brand needed to rediscover its youthful attitude, and help consumers to bring the sensory world of the out-of-home milkshake experience into their own kitchens at home.

Creative Solution:

We needed to balance shelf standout with personality and broad appeal, whilst ensuring the brand’s youthful attitude shone through across every touchpoint.

Rooted in the world of American diners – epicentres of youthfulness and rebellion in pop culture from Grease to Pulp Fiction - our new design leverages the visual codes of ‘proper’ diner milkshakes, including striped straws, tall glasses and thick, frothy shakes.

Visual elements like the checkerboard pattern ground the design in the classic diner aesthetic and re-establish Crusha as the authentic, original milkshake syrup – the only choice when it comes to a real at-home milkshake experience.

Errol - the irreverent cat - had always been a fundamental part of the Crusha brand, however he’d become too soft, infantile and playful in recent years. So we enlisted the help of a local illustrator to bring the furry mascot to life again, unleashing the original Errol attitude and placing him centre-stage within the main Crusha brand lock-up.

The result is a new visual identity and packaging design that reinvigorates the brand, positions Crusha as the authentic at-home milkshake mix and creates a design system with flexibility for exciting future innovation.