The truth is the name was the end-result of some serious deliberation about our brand. It went a little like this.
Gillian (This is Milk’s co-founder) and I began by batting about some ideas about what and who we wanted to be, then taking the time to refine those statements into the words that best described how we wanted to appear to the world. We wanted to be different, to stand out from the crowd, to be a breath of fresh air.
At the same time as thinking about what we were going to call ourselves, we were also considering our Vision, our Mission, our Ethics, and our Visual Style.
How it all started
Here are our original company description and some thoughts we had about our corporate identity and brand.
- Company Description
- Corporate Identity
- The Brand Spectrum
We also looked at what we didn’t want to be, and how we wanted to set ourselves apart from our competitors. The competitive landscape was clogged with ‘men in grey suits’ with fairly meaningless names (in our opinion). When we looked at the brands that embodied what we wanted to be, many of them had simple, everyday names. So we focussed our hunt for a name to something simple.
What about Milk? We liked it. But a quick search, and we realised there was already a digital agency in England called Milk, and they had bought up the domains. But This is Milk was available.
Making a Declaration
It was a declaration, not just Milk, but This is Milk - it made a statement. A statement of who and what we were. It was simple, yet effective – like us! When we thought more about it, milk embodied many of the qualities of change – the very premise of our business, and our ethics and values.
Change, like milk, is an essential thing - it’s ubiquitous and everyday. Yet it's also transformative and adaptable. Milk can change your coffee; become a tart or pudding. It is also nourishing and versatile. Milk feeds your baby, and if cow’s milk isn’t for you, there’s soy, oat or almond.
We also liked some of the cultural connotations around milk, such as pouring fresh ideas; or Milk – it’s natural and does a body good.
The Visual Language
Our name, our vision, our mission and our ethics, once defined lend themselves nicely to a particular visual language. We sought out a graphic designer and created a design brief around all of these elements.
The words we asked them to embody were:
So what’s in our name? A lot of thought and ultimately our company values leading to a brand that we can be proud of and will continue to develop as we go.
It wasn’t just about a name, but in the end, the name works for us.
Interested to find out more about us?