After six years of solid growth, Milk Jar was looking to update their identity to better reflect the company’s ethos and vitality without alienating their die-hard customers.

Bamff wiped the slate clean with a flexible and modular identity system that felt both mature and energetic. Using a design language inspired by silly doodles, unserious tattoos and a nostalgic typography system, the identity was rolled out across multiple platforms while maintaining maximum consistency.

On launch, the new look was welcomed with enthusiasm by the wider Milk Jar team. Sales were boosted and the team was able to gain dozens of new accounts, including an expansion into the U.S.. More than a few staffers got inked with the beloved candle characters.