The Milk Bar is an imaginary cafe/wine bar located in Flinders Lane, Melbourne, Australia.
As Melbourne is such a vibrant hot-spot for unique stores, bars and restaurants, my task was to create a unique brand that would separate The Milk Bar from other bars in and around the city. The Milk Bar’s visual language needed to be not only unique, but clean and easily recognisable in order to attract it’s target audience, that being young, trendy professionals working within the CBD of Melbourne.
With the logo, clever use of negative space was used to show a wine glass within an old fashioned glass milk bottle. The logo also works as a pattern that can be applied to the bars stationary or other collateral. Fluorescent green and bright white were chosen to make The Milk Bar stand out from the normally dark, grunge-like surrounds of Flinders Lane.