Studio Herrström Devises Milkshake Label Identity Built on Car Window Stickers

Viennese design agency Studio Herrström has created a new visual identity for Milkshake, the Stockholm-based alternative pop label founded in 2019 as a division of Sony Music Entertainment. The label operates as a hybrid part-label, part-management operation favouring an artist-first approach, and its growing roster prompted the rebrand. The name Milkshake was first suggested by the founding team during a drive, and the car became the identity's recurring motif, drawing on the colloquial phrase of taking new music for a spin. Studio Herrström took car window stickers as a key reference, selecting Context Type's neo-grotesque Gates as the primary typeface; both the letterforms and the structural lockup echo such stickers, alongside road sign-inspired iconography. Colour retains the vibrancy of the previous identity but is shifted toward milkshake flavours, associations also embedded in the logomark. That lightning-like mark channels the label's kinetic energy while reading as fluid. The studio describes the result as balancing energy and mobility with simplicity and structure, an architectural system intended to support artists and agency alike as Milkshake scales. Case study photography is credited to Goda Kraštinaitytė, with imagery copyright Studio Herrström, 2026.