TD4 Brands approached us with a bold ambition to create a new premium, indulgent milkshake brand with serious attitude and an unapologetically irreverent tone of voice. The goal was to develop a brand identity and retail concept that would command attention in high-traffic shopping centres across the UK, appealing to a younger audience seeking flavour, fun, and something completely unexpected.

Brand strategy Brand identity Interior design
The Shake Lab brand guidelines crop in Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines
beyond London

What we delivered

We have developed a cheeky new brand identity where playful excess meets bold, rebellious energy.  The store design fuses the unexpected worlds of milking parlour nostalgia and slick science lab aesthetics to create something entirely new. The unapologetic strapline, “No bull shakes,” set the tone for a brand that doesn’t take itself too seriously but delivers serious impact.

Visually, the concept embraced industrial textures, neon accents, and clean clinical touches, all carefully crafted to create a premium yet edgy environment. Every element, from the interior layout and packaging to in-store menus and digital comms, was designed to reflect the brand’s fearless personality. The result was an immersive, high-energy experience that turned a simple milkshake into a cultural moment.

The Shake Lab brand guidelines pages Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines
The Shake Lab brand guidelines cover Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines

Why it was game changing

The Shake Lab concept enabled TD4 Brands to successfully break into new markets and premium retail destinations across the UK.

The brand’s disruptive visual identity and confident tone of voice made it a standout attraction within busy shopping centres, immediately resonating with its target audience. It offered more than just a product, it delivered a highly shareable brand experience that generated real engagement, footfall, and return visits. With strong foundations and scalability built into the concept, The Shake Lab became a platform for sustained growth.

newspaper style poster of a panda for the shake lab milkshakes Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines
The Shake Lab branded newspaper style graphics with illustrations Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines

“The concept has been really well received by everyone we show it to. A massive thanks to the team for delivering such an iconic brand!”

Richard O Sullivan, Co-Founder and CEO for TD4 Brands
Exterior design and signage of The Shake Lab Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines
Interior design of the shake lab store with counter and wall of graphics designed by beyond london Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines
rustic style milkshake counter at the shake lab parlour Beyond London Shake Lab Brand Identity and guidelines Logo DesignTone of Voice Retail Design Retail Design guidelines

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