Cottage cheese is having a boom in popularity. Knowing the market lacked a cool brand, Mili approached us to help create a new type of cottage cheese brand. One that puts curds on the map and makes people actually proud of the product.

We first helped understand the category, identifying all the bland cliches, such as blue colour themes and boring visuals. We created a bold logo type, with a vibrant pink colour theme and an illustration of Mili front and centre to help the brand become ownable, distinct and unapologetic.