Millie Bobby Brown
Millie Bobby Brown is a British actor and entrepreneur who rose to global recognition through her role in Stranger Things. Since her debut, she has built a significant following across social platforms, reaching tens of millions worldwide. Alongside her work in film and television, she has established herself as a founder, translating her audience into a growing presence within the beauty and lifestyle space.
Millie Bobby Brown is a British actor and entrepreneur who rose to global recognition through her role in Stranger Things. Since her debut, she has built a significant following across social platforms, reaching tens of millions worldwide. Alongside her work in film and television, she has established herself as a founder, translating her audience into a growing presence within the beauty and lifestyle space.
Florence By Mills
Florence by Mills is a Gen Z focused beauty and skincare brand founded by Millie Bobby Brown. Launched in 2019, the brand is positioned around accessibility, self expression and everyday routines. Its identity system is soft, playful and instantly recognisable, built through pastel colour palettes, handwritten typography and a tone that feels personal and direct. The brand is distributed globally through major retail partners and continues to expand across product categories.
Florence by Mills is a Gen Z focused beauty and skincare brand founded by Millie Bobby Brown. Launched in 2019, the brand is positioned around accessibility, self expression and everyday routines. Its identity system is soft, playful and instantly recognisable, built through pastel colour palettes, handwritten typography and a tone that feels personal and direct. The brand is distributed globally through major retail partners and continues to expand across product categories.
Brief
The brief was to take the existing Florence by Mills identity system and adapt it for a new category. Iced coffee.
The brief was to take the existing Florence by Mills identity system and adapt it for a new category. Iced coffee.
The challenge was in the balance. Keeping the softness and personality of the brand while making it work in a more competitive retail drinks space. Something that feels true to its audience, but confident enough to hold its own on shelf.
The focus was on building a system that could flex. Consistent at its core, but adaptable across flavours without losing clarity. Four initial variants. Original. Caramel. Mocha. Vanilla.
The result is a design system that stays recognisable while stretching into a new space. Familiar, but with enough presence to stand out when it counts.
“We wanted to move beyond the typical, cluttered coffee can. Our goal was to create something that would stand out on the shelf, not just because of its unique design, but because it truly resonated with our customer's aesthetic. We opted for a modern, minimalist approach, using tasteful, soft colors that evoke a sense of calm and elegance. This allows the can to become a natural extension of their personal style, something they'd be proud to share in a photo – a little moment in their everyday life.
The design carefully balances branding and flavor. The logo is the first thing you see, reinforcing our brand identity - resonating strongly with people already familiar with the brand. Then, the subtle color palette clearly communicates the flavor profile, which is crucial for our target audience. They might be newer to the world of coffee, but can easily make informed decisions about what flavors they enjoy. Finally, our signature touch: flowing, fluid shapes in the background subtly spell out each flavor. This not only adds a unique visual element but also hints at the smooth, flowing texture of the latte itself. It's a design that's both desirable and functional, capturing the essence of our lattes in a way that's fresh, modern, and perfectly Instagrammable."
