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.