Milkish

Milkish was born from a simple, ambitious question: how do you create a plant-based milk that doesn’t just blend into the category—but confidently redefines it? In a segment overflowing with sameness, we set out to design a brand that feels unmistakable from the very first glance.

Rather than leaning into the expected “natural and neutral” cues that dominate the FMCG aisle, we chose to disrupt the landscape with bold typography, playful visual energy, and a personality-forward approach. Milkish isn’t here to whisper; it’s built to stand tall, spark curiosity, and bring joy back into a category that often feels clinical and predictable.

Our goal was clear—craft a brand that proves plant-based can be flavourful, expressive, and full of character without ever compromising on familiarity or approachability.

We designed Milkish with the precision of a high-impact FMCG brand and the personality of a modern challenger. The visual system is built on confident letterforms, vibrant cues, and clean hierarchy—ensuring instant shelf recognition even in the busiest retail environment.

Every element is intentional:

Bold typography anchors the identity with unapologetic presence.

Playful graphic accents introduce warmth, charm, and movement, making the brand feel friendly and memorable.

Smart category codes—from colour segmentation to structured layouts—ensure the product remains intuitive and easily navigable for everyday shoppers.

The result is a design language that balances disruption with accessibility. Milkish doesn’t just fit into the plant-based category; it elevates it by showing that nutritious alternatives can be equally fun, flavour-rich, and emotionally engaging.

The final identity delivers powerful shelf impact, unmistakable brand recall, and a visual personality that cannot be overlooked. Milkish stands as a refreshing alternative to the monotony of the category—inviting consumers to pick it up not out of obligation but out of genuine delight.

By rethinking how plant-based milk can look and feel, we transformed Milkish into a brand that is instantly recognisable, effortlessly modern, and deeply memorable. It’s a design that moves beyond function and becomes an experience—bold, playful, and impossible to forget.