Featured image for Mjölk


by Rachel Wiles on 04/04/2012 | 2 Minute Read

Editorial photograph

Mjölk is a shop in Toronto that "represents designers from Scandinavia and Japan, from classic and current furniture to Japanese hand crafts, Mjölk reflects the pure aesthetic of the North."

They recently went through some branding adjustments:

"After being featured in Dwell we thought it would be fun to re-introduce ourselves. We’ve met a lot of new people in the store and one thing we heard over and over was that the photos they saw didn’t really reflect the true scale of the store, or the range of work we sell....

We spent a lot of time thinking about how we could bring the experience of the brick and mortar shop to our online customers. We started with the idea of printing boxes, and came up with the idea of creating a wire cage milk bottle crate image on the box. Once we had the milk theme down it was easy, for the small box we would have a milk pitcher inspired by our favourite milk pitcher by Kaj Franck for Arabia, and the largest box we would have a large milk pail.

We took our initial ideas and mock ups and gave them to Sali Tabacchi to be refined. They took our simple drawings and took them to the next level, giving them life and movement, the upside down bottles, stacked milk pitchers, and the return address foil stamp – all their ideas."

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