BRAND REFRESH / IDENTITY / WEBSITE / INTERIORS / VISUAL MERCHADISING / PR & MARKETING
Milkcow began in South Korea and has over 30 stores and counting. With over 100,000 Facebook followers from all around the world, the premium creamy taste of the organic soft ice cream, combined with tasty and spectacular toppings, has made Milkcow one of the most sought after ice cream brands. In 2014, Milkcow started its global expansion program and now has stores and franchises across Asia and America, making it one of the fastest growing brands in the world. Soft serve mega brand Milkcow has picked Melbourne for its Australian debut.
BrandWorks was asked to help localise the brand’s entry into the Australian market. The Milkcow brand experience, identity, voice and collateral was redefined to fit in with the tastes and desires of Melbourne’s food culture. BrandWorks’ interiors and visual merchandising conceptualised the popup store, located in Driver Ln - a CBD laneway next door to fashion giants, COS, Gorman and H&M. In keeping with the international retail feel, the in-store design, layering, packaging and presentation, graphics and signage were designed around the refreshed brand experience - ‘Full of that Good stuff’.
Melbourne props atelier, Amanda May, collaborated to craft oversized paper ice cream soft serves with signature ingredients and paper pot plants for greenery.
Popup - The Strand Arcade, Driver Ln. Melbourne (from 1st April - 31st May'16)
Photography: The Big Picture Stuff, Val & Vess