Sad Milk Brand Identity

Sad Milk is a vintage clothing brand aimed at a Gen Z audience. Initially, they began by sourcing thrift items nationwide and reselling them on eBay. As their popularity grew, they decided to establish their own company and brand it as "Sad Milk," a name inspired by their daughter. They wanted this personal touch reflected in the brand identity. With these considerations, I aimed to craft a design that embodied the vintage, retro aesthetic desired by the client, while maintaining a playful element due to the brand's name origin. I commenced by researching iconic 90s styles, color palettes, and nostalgic patterns. Recognizing that milk cartons or gallon jugs are common shapes, I opted for a more distinctive choice: the classic glass milk bottle. This became the focal point of the design. I then sketched various iterations, experimenting with color, pattern, and composition to develop the final design. I compiled a comprehensive brand guide, including proofs, font selections, iterations, and a color palette aligned with the client's vision. Each design iteration features carefully chosen complementary colors. Additionally, I created a pattern design variant for use on items such as price tags, stickers, postcards, and other branding materials.