Daisy Sunshine Conway
Branding & Packaging
Spilt Milk
Brief 13
Spilt Milk
The Brief
To design and produce the branding and some packaging for a new (first in a franchise) Milk Shake bar in the centre of Leeds. Design as a collaborative with Melissa Hardcastle.
Background
Located in Leeds city centre, Spilt Milk is a down to earth and relaxed brand that offers a range of tasty milk shakes and treats that can be enjoyed in the bar which is a comfortable and relaxed environment – perfect or social dates and catch ups or even a quick treat at lunch time.
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Daisy Sunshine Conway
Research
Spilt Milk
Looking at existing milk shake bars and shops, seeing what has worked well and what is successful. But also looking at what doesn’t work and things to avoid. Using one or two colours in the branding is important, more than this and it could look tacky. Also the colours need to be appropriate for the brand and the concept for Spilt Milk
Branding & Packaging
Brief 13
Having a large range of flavours is important for the shop, also being welcoming and friendly. Spilt Milk promotes being social, and encourage people to post and tag where they are on social networks. Therefore it should be friendly and approachable to do this. Blue and pink are popular colours when it comes to milk shake, this is something to bare in mind.
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Daisy Sunshine Conway
Branding & Packaging
Spilt Milk
Brief 13
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Spilt Milk Spilt Milk
Spilt Mil SPILT MILK
Spilt Milk
Spilt Milk Concept and Development.
Spilt Milk supports the idea of creating a social environment. Welcoming people into the shop, and having plenty of space for people to sit down and drink/eat. What makes Spilt Milk different and stand out from other milk shake bars is that it also offers food such as cookies and cakes to sit in and eat, although they are available for take out. Having food sold at the milk shake bar too is a selling point of Spilt Milk.
Originally the logo was intended to include a visual that looked like actually milk being spilt. This wasn’t as effective as it should be therefore the subtle approach of using white on blue, as the white ‘Spilt Milk’ could be seen as milk. Using a simple colour scheme and logo, followed by a background pattern, shows the process of the milk shake bar. Getting the milk shake is a simple process, therefore gets straight to the point, for the busier consumer. Where as the background patterns show the fun side to the brand, and the more social side.
Daisy Sunshine Conway
Spilt Milk
Branding & Packaging
SPILT MILK
ILK
Brief 13
C M Y K
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LOGO ChunkFive Roman
Headings Keep Calm Medium
Body Copy Roboto Slab
The Logo
The logo is simple and straight to the point, this will attract the busier customer, something to pick up on the go, it is clear and simple like the milk shake making process. Along with the logo using two colours, teal and white, there will be a striped pattern using the teal opacity too, this uplifts the brand and give it a subtle fun tone of voice that it is going for.
Type and Colour
The teal and white colours were chosen as researched showed that a lot of milk shake bars and shops are blue, therefore wanted Spilt Milk to be a bit different, whilst still attracting the same audience. Using both a serif and sans serif font supports the concept and idea that the process of the milk shake making is simple (sans serif) to appeal to the busier customer whilst experiencing a fun and detailed side that will appeal to the sit in social customers.
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Daisy Sunshine Conway
The Patterns
Spilt Milk
Supporting the idea of having a simple to the point side and a fun and busier pattern to appeal to both target audiences of having the busier people come through and experience a simple process of getting a milk shake, whilst attract the primary target audience of men and women aged 16 – 25 who will enjoy being in a social environment and the products available for sale.
Branding & Packaging
Brief 13
Each pattern consists of five illustration of that subject. For example the fruit pattern has an apple, orange, banana, cherries and a strawberry, this is consistent throughout all of the patterns. Each of the patterns are used on the background of the corresponding flavours on the labels for the jars also for the cookies and cakes available too.
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Daisy Sunshine Conway
Loyalty Card
Spilt Milk
It is important to create a good relationship with the customers of Spilt Milk, also giving them an enticement to coming to Spilt Milk for a milk shake. Having a loyalty card where you buy 9 shakes and get the 10th free means that customers will feel that they can get more back from the business. Keeping within the brand guidelines for this is important therefore the front of the loyalty card has the information necessary with the pattern on the back.
Branding & Packaging
Brief 13
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Daisy Sunshine Conway
The Collaboration
Spilt Milk
Melissa Hardcastle and I created the this branding consisting of many different aspects of the brief and jobs that were delegated evenly. With the menus, gift bags and brand guidelines been taken care of by Melissa, I focused on the logo and stationary, patterns, coasters and loyalty cards. Keeping the brand consistent throughout using a simple approach with an underlying pattern used throughout, from the business cards to the napkins used.
Branding & Packaging
Brief 13
Everything created for this brief has the same aesthetic with an underlying patten presence. Each aspect of the branding supports the idea of creating a brand to get people more social. The coasters use a playful tone of voice and play with the saying, ‘No use crying over spilt milk’ and adapting it telling customers to ‘Laugh over spilt milk’ and ‘Smile over spilt milk’. Spilt Milk is appealing to the desired target audience and offers more than just a milk shake, it offers an experience, and promotes happiness and being social.
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