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Milk Bar

Preparing a DIY brand for scale.

We worked with Milk Bar to build a design system that would support their ambition to scale. We codified the bakery’s experimental roots into a refined identity, multi-channel design system and toolkit that was instructive, flexible, and authentic to their ethos. The partnership grew to encompass G2M work across multiple formats and channels, from CPG to their retail experience for the New York flagship store. 


Tools

—Brand strategy
—Visual identity
—Packaging design
—CPG strategy
—Retail concept design





Process

With sights set on expansion, Milk Bar came to Redscout with a question—how do we continue to grow without losing the spirit of who we are? To equip them for growth, we codified Milk Bar’s experimental approach to baking into a cohesive and dynamic brand expression and defined how the brand comes to life in new channels and markets, including the New York flagship retail experience and, most recently, their entry into grocery store aisles nationwide.


It was critical for us to understand what was at the core of Milk Bar’s DNA. We conducted interviews with Christina Tosi and her team, intercepted consumers waiting in line for their cereal milk, and even worked a shift behind the counter.

It was critical for us to understand what was at the core of Milk Bar’s DNA. We conducted interviews with Christina Tosi and her team, intercepted consumers waiting in line for their cereal milk, and even worked a shift behind the counter.
Katie Banaszak, Associate Client Services Director

In-store immersion to understand consumer affinity with the brand.

Impact

The visual identity system and brand expression we developed set the foundation for growth, equipping Milk Bar with the tools to expand across the country while staying true to who they are. Our work has led to the opening of new flagship retail experiences, a newly energized digital and social strategy, and entry into the CPG space.


Milk Bar’s ethos of experimentation was translated into a dynamic identity system.

The neon pink ‘Milk’ sign is iconic. We refined the brush script into the primary graphic wordmark and anchored the design system around it.

A visual toolkit of tape, stamps, and stickers were developed to keep the playful Milk Bar spirit alive.

We redesigned the packaging to place emphasis on the product inside—opting for clear materials that showcase the creative concoction of ingredients.

Opening day at the NYC flagship store, the brand’s largest and most ambitious store yet.

Rooted in the concept of ‘a love letter to New York’, we designed the flagship to nod to iconic places in the city, from mini marts to classic canteens to dive bars.

Bringing Milk Bar to the masses with CPG packaging that channels a classic milk carton and complements their core product line.