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wild lab / One brand. Three personalities. · Vol. 01

Moon milkwild lab · One brand. Three personalities.

Three brand identities for one evening brand

Same milk. Three worlds.

Moon milk is an invented brand for the evening: two night blends, a night complex and a gift set. We kept the name and the products. Everything else was made three times over, from the wordmark and the colours to the tin, the feed and the website.

  • Brand identity
  • Packaging design
  • AI product imagery

Invented brand, made with AI. Concept, branding and art direction by wild & co.

Same name · same products · pick a personality

  1. Moon milk slide 4 "Four products. One grid.": all four products in the Night Protocol style as a grid on graphite
post 04 / 13four products01 · Night Protocol

01 · Night Protocol

Wind down, by the numbers.

An evening ritual with lab precision. Chalk white, graphite and one thin orange line, numbers instead of adjectives.

Mood
precise · calm · numbered
Type
clean grotesk
Light
cool lab light
Feels like
a lab
  • Chalk
  • Graphite
  • Signal

The brand · Moon milk

One evening ritual, told three ways.

Moon milk is an invented evening brand with four products: Night Blend Vanilla Spice, Night Blend Cocoa Cherry, Night Complex and The Night Set. The name and the products stay the same; the identity changes three times. No health claims, just design.

Tap a tin to switch the whole page.

One brief · five steps · three outcomes

From one brief to three worlds

First we fixed what stays the same: the name, the four products and the shapes of the tins. Then we treated each direction as a project of its own, with its own mood, its own light and its own rules. Round one produced more ideas than we needed. We kept the three that differ most clearly from each other.

  1. BriefOne name, four products, one evening ritual, and the task of turning them into three completely different brands.
  2. StrategyThree attitudes, precise, playful and spiritual, so that no direction overlaps with another.
  3. MoodboardA first round of images and logo sketches, from which we picked the strongest directions.
  4. DesignWordmark, type, colours and packaging for each identity, tested first on the blank tin.
  5. ApplicationsProduct shots, social tiles, a website sketch and an app concept, each in its own world.

Round one

Round one and the label test

Before the three identities were settled, we tried out moods and wordmarks. Some of it stayed, like the moon and the gold; the rest went back in the drawer.

  • Round one for Moon milk: milk pours into a ceramic cup on linen, warm raking light and steam
    round one · warm & slow
  • Round one for Moon milk: an overflowing blue mug of cocoa, cherries and a TV showing a moon, Retro look
    round one · loud & playful
  • Round one for Moon milk: two hands hold a cup of moon milk between candles and golden moon phases
    round one · golden & quiet
  • Round-one logo sketch for Moon milk: a pale, narrow serif with two small circles above it
  • Round-one logo sketch for Moon milk: yellow lettering with a red shadow and a blue moon
  • Round-one logo sketch for Moon milk: gold lettering beneath a row of moon phases
Label test for Moon milk: dark tin and jar still without lettering on a gold tray beneath the crescentLabel test for Moon milk: the same dark tin with the gold wordmark, a crescent and the words Night Blend

The label test

First the tin, then the brand.

Every wordmark first had to work on the blank tin. When the tin already feels like evening without a word on it, and the brand only finishes the story, the direction is right.

The night, three ways

Three worlds in detail

One brief, three answers. Night Protocol is as precise as a lab: chalk white, graphite and a single orange line, numbers instead of adjectives. Retro sounds like late-night TV, with butter yellow, cobalt, a flash and striped pyjamas. Moon Ritual is quiet and golden, with candlelight, velvet and a tiny crescent in the first O. The same milk, yet three brands you would never mix up.

Wind down, by the numbers.

  • Moon milk slide 3: Night Protocol with its orange line, chalk, graphite and signal colours, a white jar among herbs
  • Moon milk slide 5 "Ingredients as a grid.": Night Protocol website concept with an ingredient grid and product shots

Stay up for the good part.

  • Moon milk slide 6: Retro wordmark in cobalt on butter yellow, swatches and "Stay up for the good part."
  • Moon milk slide 8 "Made for the late feed.": Retro social tiles in yellow, blue and red on lavender

A ritual, not a routine.

  • Moon milk slide 9: Moon Ritual with a gold wordmark and crescent, indigo, violet and gold, a hand on the tin
  • Moon milk slide 11 "A ritual, not a routine.": an app concept following the moon phases and the Moon Ritual gift box

The series · one brand, three personalities

Same brand. Three answers.

Same name, same products, three radically different identities: the series shows how far one brief can go. Moon milk is an invented evening ritual brand. We kept the name and the four products, Night Blend Vanilla Spice, Night Blend Cocoa Cherry, Night Complex and The Night Set, and changed everything else: logo, type, colour, imagery, packaging, social and web.

Night Protocol is precise, calm and numbered like a lab. Retro is cosy, funny and nostalgic like a late-night show. Moon Ritual is quiet, spiritual and golden like a candlelit room. The goal: show the creative range of one studio on one brief. And the question for you: which one would you put on your bedside table?

Brand
Moon milk, fictional
Series
One brand. Three personalities., Vol. 01
Identities
Night Protocol, Retro, Moon Ritual
Products
Two night blends, Night Complex, The Night Set

Why three directions help

Before you settle on a brand identity, it helps to see more than one. We develop two or three clearly different directions for your product and show them straight away on packaging, feed and website. That way you are not choosing between logos but between worlds you can already picture on the shelf.

AI imagery & AI video for your brand Guide: AI images for business

Pick a side

Which one is yours?

Your brand has more than one side. We find the one that fits, or show you three to choose from.

Ask for three directions