Israeli breakfast delivery service Milkman approached us to rename, rebrand and launch their app in the UK Market.
Our brief was to create an ownable brand name and visual identity that said ‘breakfast you want to jump out of bed for’, inspiring breakfast-loving busy bees with the joy of a hand-picked breakfast for all those times you wished borough market was on your doorstep.
Deliverables: Brand naming, logo design, visual identity, verbal identity, website design and content, App store description copy.
Creatives: Siena Dexter – Creative Direction, Copywriting. Sam Baum – Art Direction, Graphic Design.
Step 1 : Name
Our research showed that the name ‘Milkman’ wouldn’t speak to a European audience in the same way as it did in Israel, where the the milk round was a thing of novelty and not nostalgia.
The founders wanted a name that was ownable, a word that was completely new.
So, we got thinking!
We played around with iterations of ‘morning’, and various ways of saying bread. We ate a ton of toast, thought about biblical names like ‘morning manna’ and finally, after about three hours of staring at a loaf of bread some time around 2am (the best time to brainstorm ideas), Loafly was born.
The team loved their new name, which combined the main product offering ‘loaf’ with ‘lovely’, the word makes you think of warm bread and round delicious breakfast things.
Step 2 : Design
We played around with warm shades: terracotta reds and mustardy yellows. A loaf-like beige was a favourite, and we added energy it up with morning tones. Typography was slimmed down for a premium artisan feel.
A smile, and sun rays decorate the ‘O’ bringing energy and warmth to create an ownable wordmark which can be used as a brand icon.
R: 249 G: 175 B: 11
R: 211 G: 166 B: 127
R: 79 G: 56 B: 40
R: 236 G: 102 B: 91
R: 102 G: 93 B: 159
Step 3 : Launch
Loafly’s visual ID and new tone of voice was rolled our across social @loaflyuk, a sales-driven app-store description and their new website Loafly.co.uk.
Creating a consistent look, feel and tone across all platforms helped build a strong and effective communication.
Click on the smiley face to check out Loafly’s website at www.loafly.co.uk or actually, you could just click that link. But who doesn’t love a smiley face?
Ready to see what we can do for your brand baby? Give us a call, WhatsApp, email or send us an owl.