Milk Cashmere rebrand

BTL Brands, the independent branding agency for startups, has repositioned Porto-based luxury cashmere company, Milk Cashmere, with a new brand identity as it eyes up the mother and baby market.

BTL Brands built the brand strategy, and created the brand name, logo and personality for the new luxury cashmere brand. The name Milk, previously ‘Melanie Cashmere’, was created to reflect the way rolls of soft cashmere fabric take on a ‘milky’ appearance and nod to the translation of the founder’s surname, ‘Milk Coast’. The brand message, ‘a small touch of kindness’, shines a light on the story of cashmere wool from the farm in Mongolia to the factory in Milan to the fashion store on Madison Ave. The new brand has been applied to website, packaging, social and marketing.

The new brand will launch in spring 2018.