Yazoo is a flavoured milk and milkshake brand produced by FrieslandCampina and sold in the United Kingdom, Ireland, Belgium and France.[1] The brand’s visual identity centres on a typographic wordmark, with the YAZOO name as the primary graphic element across packaging and marketing.
Design and History
The YAZOO wordmark is registered as a figurative trademark with colours claimed as blue and white.[2] The trademark is owned by FrieslandCampina Nederland B.V., which filed the European Union registration in July 2015.[3]
In October 2011, FrieslandCampina introduced a new packaging design for Yazoo, intended to reinforce the brand’s healthier dairy credentials and help it stand out on-shelf. The redesign used white packaging with yellow, red and brown colourways for each flavour, drawing inspiration from the brand’s 94% milk content. According to the company, the “statement YAZOO logo remains unchanged throughout the brand refresh.”[4]
In 2023, Yazoo launched a new thicker-texture milkshake range called Thick N’ Creamy, packaged in a uniquely shaped bottle featuring a blue and gold logo colourway to differentiate the “upscale proposition” from the Yazoo core lines.[5]
Meaning and Symbolism
Early Yazoo advertising featured a green dinosaur mascot named Dino, similar to Nesquik’s Quicky the Rabbit.[1] The mascot appeared on bottles, advertisements and promotions during the brand’s earlier years. More recent bottles carry the phrase “Milk shaken up” on the label.[1]
Typography and Design
The YAZOO mark is a typographic wordmark, placing the brand name at the centre of the identity. The 2011 packaging refresh explicitly kept the logo unchanged, indicating that the wordmark itself was considered a stable brand asset even as the surrounding packaging design evolved.[4] The blue and white colour claim in the trademark registration establishes the official palette for the mark.[2]
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