In support of its growing ready-to-drink (RTD) beverage business, Shamrock Farms, Phoenix, Ariz., unveiled new branding and packaging to be used across all RTD products nationwide.

“Shamrock Farms continues to elevate milk, making it relevant for today’s consumers with innovative, delicious products,” says Ann Ocana chief marketing officer. “With this change, we are taking our brand to the next level, as we continue to develop a variety of milk-based beverage offerings.”

The company tapped Flood Creative, Irvington, N.Y., to lead the effort. The team built the new branding based on research showing opportunity to leverage the Shamrock Farms name to reach a mainstream audience.

An updated Shamrock Farms logo now sits in a field of vibrant green on top of all Shamrock Farms RTD products, unifying the brand while connoting the pure, fresh and healthy Shamrock Farms milk inside. The new PET bottle is slightly indented on the sides, making it easy to grip and hold on-the-go for an active lifestyle.

The new look, which includes such design elements as bold typography, and a new logo that speaks to Shamrock Farms’ 95-year heritage and a strong color palate, debuted with the Rockin’ Refuel protein-fortified milk line, where new graphics spotlight appetite appeal and taste, while showcasing protein content and flavor variety. Meanwhile, the new Cold Brew Coffee and Milk bottle will feature graphics to showcase the blend of pure, fresh Shamrock Farms milk and Colombian coffee inside.

“We wanted to leverage what Shamrock Farms brings to each of their product innovations by clearly showcasing the Masterbrand on pack,” says Paula Grant, founder of Flood Creative. “The new design system allows each product line to showcase their individual benefits whilst unifying them quite literally under an umbrella of freshness, purity and quality.”

Rockin’ Protein also issued its first-ever limited-edition bottle in support of the U.S. Ski and Snowboard team and its partner athletes including five-time World Champion alpine skier Ted Ligety and World Champion freestyle skier Ashley Caldwell. The bottles feature red, white and blue graphics along with images of snowboarding and skiing, and feature the new name Rockin’ Protein. This limited-time offering will be available December through March in grocery, c-stores and club retail outlets nationwide.

“Our promise is that we are real. Shamrock Farms products are made with real milk, with real protein and real, great taste,” says Ocana. “Now, with these efforts, it will be easy to spot our products on shelf and know they come from Shamrock Farms, famous for pure, fresh, high-quality milk.”

The 12-ounce RTD bottles are expected to hit store shelves in late March/early April 2018 across retail outlets nationwide.