Brief:

Coffee and cafe cuture in Australia is a massivly growing industry and social ritual. Unlike most of the rest of the world, people in Australia tend to prefer smaller independetely owned cafes and restaurants compared to the more globally successful Starbucks’ and McCafes’.

This paired with a growing need and acceptance of milk varients as well as milk alternatives, means that there is a need for a milk brand that is able to promise barista loved quality as well as be authentic and credible with it’s audience.

Solution:

Unlike the common assumption that the picky coffee connoiseur culture would be more attracted to a brand that spoke to craft and heritage, it was seen as fake and dishonest.

To our suprise, the best baristas in the country were really drawn towards a product and brand that was built by science and technology.

MilkLab was created in order to bring those findings and insights into a credible product that was not only developed together with baristas, coffee and milk industry experts, but endorsed by people visiting cafes and restaurants.

The brand design and identity would never compromise it’s minimalist honesty and informative approach to cafe culture and remains clean and uncomplicated.

MilkLab as of 2020, thanks in both to great brand presence but also acceptance, has become a more than $4 Million dollar company.