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Milk Bar

Codifying a DIY spirit for national expansion

Picture of milk logo illuminated
Milk Bar

Industry

  • Consumer Packaged Goods

What We Did

  • Visual Identity
  • Experience Design
  • Packaging
Picture of milk logo illuminated

An identity and extensible design system for Milk Bar to ready the NYC-based bakery for new channels and nationwide scale.

After a decade of success as a cult favorite, the bakery’s ambitious leadership team came to Redscout with a question: how do we grow to new cities, audiences, formats, and channels without losing the NYC vibe that makes our brand special?

The word "SWEET" appears in bold, outlined typography on a neutral background, with subtle animated effects enhancing its visual appeal.
Animated graphic featuring "MILK BAR" on the left, "NOT YOUR AVERAGE COOKIE" on the right, and a dark central panel that likely reveals dynamic content related to the brand.
Animated graphic featuring the word "milk" in bold, pink cursive lettering on a light beige background, dynamically appearing or shifting in focus.
A black menu from Milk Bar featuring sections for cookies, cake truffles, layer cakes, and pies. The cookie section lists flavors like blueberry & cream, chocolate-chocolate, compost, confetti, and cornflake chocolate chip marshmallow, along with gluten and dairy-free options. Cake truffles come in birthday, chocolate malt, and gluten-free flavors. Layer cakes are available in similar flavors with price options. The pie section highlights slices and whole pies, including the signature Crack Pie.
A graphic design divided into four quadrants. The top left quadrant is pink with a black outlined comic-style speech bubble. The bottom left quadrant is off-white and features a crossed-out cupcake icon. The right half of the image is black and showcases a white line drawing of the Statue of Liberty holding an ice cream cone instead of a torch.
A hand holds a partially eaten Milk Bar Cornflake Chocolate Chip Marshmallow Cookie in its clear packaging with pink "milk" branding. The cookie is golden brown with visible chocolate chips and marshmallow bits. The background is softly lit with a warm beige tone.
A white pint container sealed with a bright pink ribbon featuring bold white "MILK BAR" lettering, set against a pastel pink background.
A selection of colorful cookies, including confetti, chocolate chip, and compost cookies, displayed in clear packaging with vibrant pink "milk" branding.

Milk Bar’s mashup DIY spirit isn’t a barrier to growth — its the key to it.

The bakery's edgy flavors and high-low creativity made it a fan favorite. To scale the brand outside of NYC, we'd need to mix in playful New York reference points that consumers in every corner of the country could relate to.

Our brand solution for Milk Bar cues ‘bodega dessert lab,’ with bold streetwear-inspired style that translates coast to coast. We used the ultra-bright convenience store as inspiration for the entire ecosystem — from packaging design, retail experience — and created a high-low graphic toolkit to spark social content.

A well-lit, modern Milk Bar storefront with black tiled walls, white tables with pink benches, and digital menu boards showcasing baked goods and desserts.
A bustling Milk Bar store interior with an "ORDER HERE" sign above the counter, reflective mirrors, stacked pink-branded boxes, and customers in the background.

Milk Bar NY Flagship Store. Image credit: Alex Stanlioff for Eater

The brand’s NYC flagship store—it’s largest and most ambitious yet. Rooted in the idea of ‘a love letter to New York’, the concept and layout we developed for the flagship gives a nod to iconic places in the city, from mini marts to classic canteens to dive bars.

A glowing pink neon "Milk" sign inside the Milk Bar store, reflecting off large industrial-style windows.
A stack of black buzzers with red LED lights, labeled "Build-a-Cookie," resting on a countertop with blurred kitchen elements in the background.

Results

The new visual identity and redefined brand ethos continue to fuel Milk Bar’s brand expansion on the national stage. It is now nationally available on .com, Amazon, Whole Foods, and at a grocer, Milk Bar store or pop-up near you.

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