Here's what Fast Company Create has to say about our recent work developing a new milkshake brand for our clients Arla Foods.

The London agency has demonstrated a way with food advertising. Recently
it was charged with creating a whole brand identity for a frothy new
product.

Childlike but not childish was the challenge Wieden + Kennedy London
set itself when presented with a brief from Arla Foods to create a
brand, packaging, and tone of voice for Gulp–a new milkshake launched
in the U.K. last week.

The agency has previously created standout ad campaigns for the food company’s Cravendale and Lurpak
brands. It was given the chance to create the Gulp brand from scratch
after developing packaging as part of its "Be Wonderful and Wise"
campaign for the launch of Lurpak Lightest in January 2012.

"It was a dream job for us really," says W+K London Creative Director
Ray Shaughnessy of the Gulp assignment. "While we’ve worked previously
to put campaign assets onto existing packaging, this was a chance to
create something from scratch in a totally holistic way."

Though it has no dedicated packaging design department, W+K London
does have an in-house design function overseen by Guy Featherstone, the
agency’s head of craft which, in recent months, has attracted a growing
number of design assignments.

The Gulp brand was developed through close collaboration between W+K
London designer Michael Bow and copywriter Caroline Riis. "All we had to
work on was the name, the style of bottle, and the target market," Riis
says.

The design, the words, and the overall brand tone were developed
simultaneously with each informing the other. Inspiration came from the
comical language and poetic meter of Roald Dahl and Dr. Seuss, she adds.

"The key was to create an attitude rather than just a piece of
packaging which would power the brand," Bow explains. "Because of the
name, we wanted a fun style and tone that would play on the product
being something people would gulp down."

Shaughnessy adds: "Gulp is a milkshake launching into a category
over-exhausted with products featuring big gloopy bubble writing on the
pack. To disrupt this, what we needed was an ownable idea. With the
style and tone of what we’ve ended up with, we hope Gulp can do just
that."