Dragon Rouge’s new look for ‘iconic’ Cocio chocolate milk

The brand was founded in 1951, and the new look draws on its heritage and its ‘iconic’ status in Denmark.

The consultancy has been working with Cocio, which is owned by Arla, for around a year. It initially undertook consumer research to see how best to adapt the brand for a UK audience.

The branding has been pared back from its previous look, with Dragon Rouge ‘removing superfluous graphic elements allowing the brand mark to be the hero’, it says.

The new look takes the traditional red and white logo and embellished it with a subtle silver foil outline.

‘Silver foil is used in a minimal but effective way to cue premium and refreshment’, says Dragon Rouge.

‘This confident, premium and understated packaging design underpins the Cocio’s passion for quality.’

Cocio is launching in the UK this month with two variants – Classic and Cocio One, a one-per-cent fat and one-per-cent added sugar version.

These are differentiated though different shades of yellow on the bottle label, with a bright yellow cap for the Classic flavour and a bright red lid for the One variety.