Mjölk is a lifestyle shop and gallery in Toronto, representing work by local and international designers with Japanese and Scandinavian sensibilities. Their old logo was recognizable, but after five years the store had matured, stocking more exclusive items and one-of-a-kind, artisanal crafts. The challenge was to update Mjölk’s look to reflect this curatorial evolution, without abandoning the familiarity of their existing visual identity.
Retaining some of the familiar elements from the old logo, we adjusted the shapes of the characters for better consistency, fine-tuned the kerning, and thinned out the strokes overall to create a lighter, more refined wordmark. Stationery and other printed collateral were developed under the updated brand look, as well as a signage system for Mjölk’s ongoing series of in-store exhibitions.