Epigamia Milkshakes

02 / 07

A packaging system for Epigamia's move from Greek yogurt into indulgent Ready-to-Drink milkshakes.

Elephant Design, Pune

Role

Packaging design + System design

Task at hand

Epigamia, a clean-label disrupter in Indian dairy, needed to expand beyond its core Greek yogurt line into Ready-To-Drink milkshakes. The challenge was to create a packaging architecture that felt millennial-focused, indulgence-driven, and premium enough to command a higher price point — while addressing "Chhotu Bhook" in a category dominated by functional, mass-market flavored milk.

Challenge

Position the milkshake range around creamy, unadulterated flavor indulgence rather than standard, clinical milk benefits. The core visual and strategic proposition was built around the craveable tagline: "Now You Can Drink The Ice-Cream!" — making it appear distinct on shelves as well as on digital platforms.

In-store fridge activation.

Design System

A colour system built around flavour first, then stretched out across everything from the fridge door to the side of a delivery truck.

Color blocking Rich matte pastel backgrounds — soft lilac for Vanilla, blush pink for Strawberry, warm cocoa for Chocolate — topped with a sleek black brand-colored header band for an elevated look.

Minimalist hero frames Central, circular focal frames featuring dynamic cream splashes paired with raw, real ingredient renders (vanilla pods, ripe strawberries, chocolate slabs) to emphasize taste quality.

Information hierarchy An uncluttered graphic grid highlights flavor identity alongside key nutritional claims in stamp style, without disrupting the premium aesthetic.

Real-world extension The system scaled across OOH transit billboards, ambient fleet delivery trucks, and flavor-led key visuals — driving recall from street side to retail shelf.