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 and movement, and smart category codes keep navigation simple and intuitive for everyday shoppers.

The result is a design language that balances disruption with accessibility, making Milkish not just another plant-based product, but a category standout. It delivers powerful shelf impact, unmistakable brand recall, and a visual personality that cannot be overlooked. By rethinking how plant-based milk can look and feel, we shaped Milkish into a brand that is instantly recognisable, effortlessly modern, and deeply memorable—bold, playful, and impossible to forget.