Mooch Chocolate Milk


Siddeley House, 50 Canbury Park Rd, Kingston upon Thames KT2 6LX, UK

Agency: Design Happy
Designer: Jon Plumb / Will Jones / Richard Bray
Client: Navson
Country: United Kingdom

Design Happy has created the new Packaging & Branding for Mooch Chocolate Milk.

We were approached by Navson (Brand owners of Saka Water) to design the Brand Identity, Packaging, Point of Sale and Social Media for Mooch Chocolate Milk. The brand is aimed primarily at the younger market and gatekeeper mums as the milk contains less than 1% fat with no artificial colours or sugars. In 2012, Mooch was awarded a Schools Compliant Endorsement from the Children’s Good Trust, meaning it can be sold in School canteens and vending machines within government health guidelines.

The main challenge with Mooch was to communicate it’s nutritional benefits to the more health conscious shopper as they seek an alternative to sugary drinks, all without alienating the existing milk drinks market. The new design intentionally does not follow the normal health drink cues, enabling us to retain the fun and childish nature of the design with the bright colours and the new milk splat logo incorporating Mooch the cow. The updated health claims added to the packaging and point of sale reinforce the nutritional benefits of the drink.

The supporting Point of Sale and Advertising is reminiscent of the collages we all created as kids using paper and glue which helps to create a dynamic and fun world to not only communicate the playfulness of the brand, but it lets us have fun designing it at the same time…

The new delicious range includes Original, Marshmallow and Cookie and are available in stores nationwide in the U.K.