RECREATING THE MODERN DINER MILKSHAKE EXPERIENCE AT HOME
Since the 1950s, Crusha has been the original milkshake syrup. However, the brand needed a fresh visual identity to appeal to a new generation of milkshake lovers and feel more modern.
Our mission was to rejuvenate key brand assets and bring back the exciting, irreverent and distinctive personality that consumers unmistakably recognise as Crusha.
To achieve this, 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 – epicenters of youthfulness and rebellion throughout 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.
Outlaw Design Director, Alexander Rexworthy said: “Our new design channels the irreverent attitude of Errol the cat who was at the heart and soul of the original advertising. Drawing inspiration from classic milkshakes mixed with Americana, our design promises joy, to the very last slurp.”
The Silver Spoon Company Marketing Director, Tim Albert said: “We’re delighted to work with Outlaw again on creating an exciting new future for our beloved Crusha brand. Milkshakes are super popular, for all ages, so we’re excited for the impact the new reimagining will have on purchase intent."