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STUDIO HERRSTRÖM draws on car culture and carton typography for Milkshake rebrand
The article discusses the rebranding of Milkshake, a division of Sony Music Entertainment, by STUDIO HERRSTRÖM. The rebrand draws inspiration from car culture and carton typography, aiming to create a distinctive identity for the label that represents alternative pop artists. Brand strategists can learn the importance of cultural references in brand identity development.
Design Week: Milkshake was established in 2019 to offer musicians an alternative approach to traditional recording contracts, operating simultaneously as a record label and an artist management firm. Based in Stockholm as a division of Sony Music Entertainment, the company focuses on commercial left-of-centre and alternative pop, representing artists including Molly Sandén, Felix Sandman and Dunalia.
The rebranding of a division of Sony Music Entertainment is significant for the industry, and while drawing on car culture and carton typography is somewhat novel, it provides actionable insights for brand strategists.
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