iced & shaken

8 July

Brand Strategy | Tone of Voice & Messaging Development | Brand Identity Design

Nº1. PROJECT DETAILS

Year: 2025

Client: iced & shaken

Services: Brand Strategy | Tone of Voice & Messaging Development | Brand Identity Design

Website: icedandshaken.com.au

Challenge

iced&shaken is a boutique social media and digital marketing agency based in Brisbane, offering premium services in organic and paid marketing. The founder, Jess, approached Milkshake seeking to update the almost 2-year-old brand across all touchpoints to reflect the sophisticated evolution of the agency. In an industry that is only going to continue on its rapid trajectory of growth, Jess and the iced&shaken team wanted to seize the opportunity to position the brand as a premium service provider and leader in the field.

Perspective

Refresh iced&shaken’s brand position through strategic language, expand their logo system with supporting graphics in a variety of lockups for different channels, and create a new website that feels more aligned with the brand to reflect it’s new direction.

Solution

This project involved a full brand refresh across the entire business. We began with a deep analysis of the market and where the iced&shaken brand sits amongst competitors. We then set out to complete a new brand strategy that repositioned the business, redefined the tone of voice and equipped it with updated, intentional language and a messaging system.

When it came to the brand’s core, Jess wanted to emphasise service. We worked the idea of hotel concierge style service into the brand strategy and took that through to their visual and verbal identity, playing with terminology like ‘white glove service’, creating gloved illustrations and taking inspiration from hotel stationery design to reflect the premium feel. The tone of voice guidelines and messaging framework were developed to naturally embody this luxurious sophistication with service at the centre.

Jess is already known for her love of signature chocolate brown so wanted to keep the branding familiar, with a polish. We kept the original logo line drawing of a coffee cup and margarita glass, but updated it to create a refreshed homage brand mark. This also meant keeping the tonal browns whilst adding pops of a joyful accent colour - the founder’s favourite, pink.

Due to the nature of the business and the multiple digital platforms the team works across, it was key for them to have a versatile, responsive branding system, so we added a suite of custom illustrations and logos to keep consistency throughout. These balanced out the editorial look and feel, adding a touch of playfulness and approachability.

Once branding was completed, we custom-designed a Squarespace website to reflect the new updated brand. The brand new 18-page website showcases the agency’s services, free resources, existing client testimonials and case studies in a modern and editorial style that aligns with the new visual identity. We also developed a fully customised quiz as an interactive lead magnet for prospective clients, as well as 5 supporting blog posts.

Impact

The successful brand repositioning has given iced&shaken newfound clarity and direction. With comprehensive tone of voice guidelines now in place, the founder feels confident allowing other team members to work on the brand while maintaining consistency. The refreshed visual identity provides flexibility to deploy branded elements across various media platforms. Their new website clearly demonstrates value, effectively encourages enquiries, and has significantly reduced the number of questions from prospective clients, streamlining the customer journey from awareness to conversion.

You can view the custom Squarespace website here:
https://www.icedandshaken.com.au/

Iced & Shaken Social Primary Logo

Iced & Shaken Tertiary Logo

Nº2. CREDITS

Collaborators
Graphic Design: Silo Studio

Contributions
Brand Strategy, Tone of Voice Development: Milkshake Creative
Creative Direction: Milkshake Creative
Website Design: Milkshake Creative

Nº3. ABOUT

iced&shaken is the premium social media boutique for driven brands seeking to shake up their digital presence. The experienced team crafts perfectly balanced strategies with their signature blend of data-driven insights and bold creativity.

From their sun-soaked headquarters in Brisbane, Australia, iced & shaken delivers a white glove experience across three service pillars in digital strategy, content creation and curation, and performance advertising.

Through meticulous analysis, they extract the essence of each business to build confident digital brands with a rich, full-bodied online presence that's real, served with a double shot of sophistication and a splash of it-girl energy.

Samantha Freidin