Shake Lab is a new indulgent premium milkshake brand created by Richard O'Sullivan of TD4 Brands. Beyond were asked to create the branding, interior and graphic design for Shake Lab. With a cheeky and irreverent tone of voice, the design language started with a mash up of milking parlour meets science lab. A strapline of ’No bull shakes’ has been used with a giant cows head and ‘no holding back’ phrases create a contemporary and relevant premium brand with lots of attitude. TD4 Brands is embarking on a rapid and strategic nationwide store roll-out programme of Shakelab and current sites (to name a few) are in Oxford, Nottingham, and Westfield.