My brand identity design entry for Milkish, a plant-based milk. Design challenge by @designerbriefs & @theoryofours

Design Approach & Mascot:
When developing the identity, my main goal was to give Milkish a personality that feels friendly, simple, and genuinely approachable. I wanted to break away from the overly serious, or hyper-minimal styles often seen in plant-based milk packaging. Instead, I aimed to create something warm, expressive, and distinctly memorable, something that could speak to both adults and younger audiences without feeling childish or gimmicky.

The Creamy Cloud Mascot:
At the center of the brand is the Creamy Cloud mascot, a soft, rounded character designed to embody the product’s creamy texture and gentle flavor profile. Its relaxed expression and fluffy silhouette are meant to evoke lightness, comfort, and natural simplicity. This mascot serves as the emotional anchor of the brand, appearing across cartons, social media visuals, and potential merchandise. It helps communicate that Milkish isn’t just another plant-based milk, it’s a friendly, optimistic companion in your daily routine.

Color Palette:
For the palette, I selected a light cornflower blue paired with a calm, pale yellow. These colors work together to create an inviting, cheerful atmosphere while still maintaining a sense of purity and freshness. The contrast is soft but distinctive, helping the packaging stand out on the shelf without relying on loud or saturated hues. The palette reflects the soothing, easy to enjoy nature of the product itself.

Typography:
The primary Milkish logo features a flowing, relaxed script font that conveys comfort and approachability. It’s intentionally smooth and rounded to reinforce the creamy theme carried throughout the design. To balance this, I used a clean sans-serif typeface for secondary text and product details, ensuring clarity and readability while keeping the overall look cohesive and modern.

Key Messages:
Across all touchpoints, the design highlights Milkish as a “Creamy Blend” made with simple, wholesome ingredients. The emphasis is on honesty, ease, and feel-good flavor, qualities that define the brand’s personality and visual identity.