MILK: “A small touch of kindness.”

CHALLENGE: Melanie Costa Leite, the proud owner of an independent luxury cashmere label from Portugal, is one of those rare clients who truly loves what she does. Her passion and enthusiasm for cashmere, fashion, and babies (yes, babies!) is infectious. When she talks about her work, her eyes light up and her smile says it all. Melanie came to us via a recommendation from the Skyhour team, ready for a brand overhaul. She’d had some success, but it wasn’t quite hitting her high standards. Melanie wanted her luxury fashion label to do a better job of connecting with her existing customers whilst being more inclusive for pregnant women and offer more options for babies. Plus, she was keen to better highlight the cashmere journey from farm to fashion store.

SUCCESS: Being a sharp, savvy businesswoman who demands the best, we knew we had to bring our A-game to meet Melanie’s expectations. We came up with a simple new name and a soft visual identity that completely redefined Melanie and her brand, setting her apart from the competition in a big way whilst increasing sales and market share. The moment we knew we’d nailed it? When Melanie just gently smiled and nodded, without saying a word, during the reveal of the new brand. Our approach was simple and understated, yet spot-on, drawing inspiration from her name and nature. The gentle nudge her business needed to catch the eye of top fashion buyers, stylists, journalists, influencers, and most importantly, new customers.

SERVICES:
• Brand strategy
• Brand name
• Visual identity
• Website
• Print 
• Packaging
• Photography
• Social (art direction)

"I love cashmere." - Melanie said it over and over throughout the project, and she really did meant it. Her personal mantra that kept us inspired every step of the way.

Getting the name right was crucial for the new brand’s success. During our brand workshop with Melanie in London, plus a few Skype calls afterward, we debated whether her name should be front and center.

While our Portuguese isn’t exactly fluent, our Spanish skills helped us catch that her surname, 'Leite,' translates to 'Milk.' At the same time, we noticed that soft cashmere fabric has a milky, flowing look when it ripples and folds. It was a perfect fit for a brand specialising in natural, gentle, and silky cashmere for women and babies. And so, Milk was born.

A small touch of kindness

Getting the new brand message right was just as important. Melanie was set on making a soft, caring impact in the often harsh fashion industry. We went through countless versions until we landed on a single line that captured her vision perfectly. Melanie genuinely believes that the fashion world - and everyone it touches, including her customers - can benefit from a small touch of kindness.

LINK:

The Drum

Fonts In Use

Marketing Communication News

MILK CASHMERE UPDATE SEP 2024: Melanie is still very much in love with cashmere, and her Milk designs are being worn by women and babies in London, Paris, New York and all around the world.