From nostalgic classic to modern icon

Since the 1950s, Pucko (dumb in Swedish) has been the classic go-to chocolate milk, often enjoyed alongside a hotdog at the local corner shop. Loved by many, the brand had gradually shifted from everyday relevance to nostalgia, remembered rather than chosen.

To move Pucko forward without losing what made it so special, we stripped it down to its most recognisable elements and amplified them. The unapologetic brand name and word mark now sits confidently at the centre of the distinctive orange circle, forming a simple yet powerful brand asset. Built to travel seamlessly across media and channels, the identity gives Pucko a stronger presence today and a clearer role for the generations to come.



Pucko is the Swedish sibling to the global and similarly iconic Cocio. The two brands share the same product, iconic bottle, circular shape, and typography. Rooted in different heritage and markets, they diverge in colour and word mark, allowing each brand to express its own identity.

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