Milky Way

Milky Way

Sparking Imaginations.

In the late 80s, MilkyWay was a brand loved by all. But its voyage through time to today left it dusty, outdated and lacking relevance. It needed a spark!

Our challenge was to refresh the brand and to reignite the sense of discovery and wonder that is at the heart of human curiosity… That same energy that pushed us to explore outer space and that inspired MilkyWay.

The new design relaunches the brand with all the magic and intrigue of space discovery. We refined the logo and flipped the brand colours for greater impact and standout. We used a handcrafted and deliberately naïve illustration style to support the product story of lightness and appeal to the spirit of adventure in all of us. And, with a nod to nostalgia, the playful and flexible design system supports a broad product range that offers something for everybody.