The brief went beyond just the design of the pack – we needed to conceive of an entirely new brand.

There were two elements upon which to construct the Gulp brand and inform the design:

The name:

The word ‘Gulp’ communicates something very distinctive.

The psychology:

Milkshakes are inescapably more fun than other ready to drink alternatives.

Milkshakes need be to shaken for maximum enjoyment, and we wanted to express this through the design. The typography literally shakes things up, and expresses the brand’s personality. Gulp is not just a name – it’s an attitude and a way of behaving. You don’t sip a Gulp. You gulp a Gulp.

The stripes which run through the design further communicate this, representing the stages in which you should drink it – in big, bold gulps.

This information is currently unavailable, as product is due to launch the 22nd April.