Fat Miilk

The latest brand identity & packaging by Truffl called Fat Miilk remixes Vietnamese coffee with an attitude that drips with audacity and charisma.

Founded by Vietnamese-American, Lan Ho, a daughter of immigrant political refugees, the brand takes a different approach to other Vietnamese Coffee brands. Whereas most focus on educating consumers about robusta beans and the plight of Vietnamese coffee growers, Fat Miilk instead celebrates the energetic kick, robust flavor, and cultural pride intrinsic to its products while embodying the resilience and swagger of the brands immigrant roots.

This is coffee for the bold, for those who seek a punch of flavor and energy. As such, the brand is conceptualized to make Vietnamese coffee accessible and relatable, blending rich heritage with a vibrant, inclusive ethos.

Fat Miilks brand identity is built around the concept of rebellious sophistication. The brand adopts a minimalist, dark color palette, complemented by bold typography and disruptive text treatments, echoing the spirit of an aspirational streetwear brand. The logotype is confident and legible, while the fluid, illustrated FM logomark symbolizes milk swirling into coffee, extending to secondary brand marks and a series of patterns.

Fat Miilks packaging is a delicate balance of minimalism and intricate detail. The premium card stock, embellished with deep embossing of the brand’s FM logo, and spot UV highlights, transforms each unboxing into an immersive and tactile experience. Each package, with its hidden messages and tear strips, tells a story of heritage, strength, and authenticity. This design approach is not only visually captivating but also symbolically rich, embodying the brands narrative. The packaging distinguishes each flavor with colorful coffee drop-shaped stickers that appear to drip from the FM logo, adding a playful yet sophisticated touch while the sides of the box feature spot UV-finished logos and tasting notes. This design language extends across ancillary products like the Phin Filter, Mug, and Vietnamese Coffee Kit.

Fat Miilks photography is a vibrant portrayal of the brand’s bold character and the dynamic impact of its products. To truly embody the brand’s mantra of “flavor in your face”, the photography dives into dynamic shots where Fat Miilk products are seen in action. Images of coffee splashing out of a cup, beans mid-fall, and milk exploding mid-mix, and other imagery capturing the raw, unfiltered essence of the brand. These shots are unafraid to get messy, perfectly mirroring the brand’s audacious spirit.


Credits: Truffl

See more