Designers Anonymous was briefed to develop an identity that would express the partnership aspect of Will & Jamie's yoghurt smoothie drinks. The team created a friendly pantomime cow icon, and used this as the logo with the cow taking centre stage. The colour palette is largely black and white, with the udder and apostrophe in colour. With production costs in mind, the design was deliberately kept simple. Designers Anonymous also organised a photo shoot with the farmers in a commissioned pantomime cow costume. The shots were used for a series of posters, point-of-sale material, stationery, banners and the website.