milk&more is the largest employer of milkmen in the UK. To survive into the 21st century, it expanded into delivering other daily essentials – such as tea, bread and eggs to busy working families. Unfortunately, the first agency to brand milk&more failed to understand its customers. The original ‘value’ aesthetic alienated the upper middle class families who were willing to pay a bit more for the convenience of a regular order of staple goods. We refocused the brand, creating a brand toolkit that signified ‘helpful, convenient & charming.’

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