Caramilk: A ‘secret’ identity

An ooey-gooey visual mnemonic for one of the oldest mysteries in the confectionery world.

At Reactor, we had the pleasure of doing a lot of collaborative work with various agencies. One assignment that came in was to develop a mnemonic device or visual identity that could be used in campaigns that centred around “The Caramilk Secret”. After a few rounds of creative exploration, this is what we ended up with. All that practice drawing light reflections and refractions through liquids finally paid off!

The agency Photoshopped in an actual Caramilk square over my original illustrated version, but other than that minor change, this iconic symbol was still in use over a decade later, appearing on packaging and point-of-sale promotional displays, as well as in TV and print advertising, and online contests.