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.

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.

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.