Milki was born from the love of food and their health benefits. In this; the first stage of the branding process, the identity and original product range are defined and launched. Branding for this company was an exercise in complete minimalism to reflect the pure values of this organic product. No ingredients are used that aren't required and as such there are no elements to the identity that aren't absolutely necessary. Given space to breathe, the logotype a visual metaphor that nothing is allowed to compromise the absolute simplicity and purity of the product.