Blue Marlin has created the brand expression for Embleton Hall Dairies’ latest product, 1% Milk, which launches this month.

The integrated independent agency worked with Embleton Hall three years ago to create a new identity and packaging for its range of milk products, which then comprised Whole, Semi Skimmed and Skimmed.

The latest launch builds on the strength of the existing brand identity with the addition of a new colour, purple, to differentiate 1% Milk from the rest of Embleton family. In addition to the “same again please” design device and animal illustration that appears on all variants, a hedgehog in the case of 1%, the label also promotes that it tastes as good as semi skimmed.

Embleton Hall Dairies director Paul Thompson comments: “There is increasing demand for lower fat milk, but taste has previously been an issue. We are proud that our 1% tastes as good as semi skimmed and Blue Marlin’s design makes you want to grab it out of the fridge.”

A Blue Marlin spokeswoman says: “Working on an extension to Embleton Hall’s portfolio is great proof of the strength of the overall brand identity. The 1% treatment is designed to have a distinct and eye catching identity that still sits comfortably within the family of products.”