Pauls Rush

The established Parmalat brand RUSH (developed by NOUS many moons ago) was seeking to reposition itself as a 99% Fat Free flavoured milk with 30% less sugar. NOUS took the well-recognised logotype and refined it into a lighter, more fluid mark, with all the connotations inherent in the new formula lighter flavoured milk. Parmalat enjoyed a dramatic increase in sales from the minute the renewed packs hit the shelves.