Founded in Stockholm in 2019, Milkshake is a Sony Music Entertainment label championing left-of-centre pop and alternative music. Working across artist management and music releases, the label combines major-label reach with an independent spirit. To reflect its evolution, STUDIO HERRSTRÖM has developed a refreshed brand identity that balances greater maturity with Milkshake’s playful, experimental character.

The creative direction draws on the story behind the name, connecting car culture, milkshake flavours and new music through a dynamic visual language. A refined logotype and fluid, rounded symbol build on the original splash mark, while road signage, pop culture references and expressive iconography bring energy to the wider system.

Typography inspired by car window stickers and milk carton labels creates flexible information layouts, supported by Gates, a neo-grotesque typeface from Context Type. A high-contrast colour palette completes the identity, designed to work across artist campaigns, digital platforms and label communications.

The result is a distinctive music label branding system that gives Milkshake greater consistency while keeping its artists firmly in the spotlight.