Milly, Identity System

  • Milly
    Identity System, Packaging Program
  • Natasha jen and her team redesigned the brand identity identity for Milly, the fashion label of the designer Michelle Smith. Milly's collections are both classic and contemporary, and have earned a devoted following that includes Gwyneth Paltrow, Victoria Beckham, Beyonce, and Thandie Newton.
    The new identity embodies Smith's unique design sensibility, which juxtaposes modernity-clean, elegant silhouettes and impeccable details-with feminine flair: vibrant prints, bold colors, and luxurious fabrics and textures. Recently announced in WWD, the new identity will launch in full with Milly's pre-fall collection this June. Milly's existing identity dated to the label's launch in 2001, and as the line has evolved in a more modern direction, the script word-mark no longer reflects the DNA of the collections. The new Milly monogram captures the idiosyncratic charms of Smith's design: the mark is geometric and architectural, with curves that are organic and fluid. The word-mark is based on the typeface Neutraface, a geometric sans serif that has many of the Modernist characteristics-structure, symmetry and elegance-that Smith explores in her work. The identity will appear on all communication vehicles including packaging, look-books, store environments, and shop-in-shops.