Inspired, but not bound by traditions.
- Branding & Identity
Milu (pronounced as [mee-loo]) is a contemporary fast-casual restaurant, in the heart of Manhattan, offering traditional Chinese flavors with a modern twist. Created by alumni of Daniel Humm’s Make It Nice Group, Milu is the result of an enthusiastic exploration of regional Chinese cuisines and an unwavering desire to share. We were tasked with crafting a modern, wholesome, and unpretentious brand that conveys authenticity and quality through design for both their restaurant and line of sauces and condiments.
Milu (米路), in a literal sense, means “rice road” but we liked that it has a double meaning in that it also sounds like the Chinese word for 迷路, which means “getting lost.” Because of our client’s different backgrounds and relationships with Chinese food, the brand we crafted is not bound by tradition, so to us, the name worked on both levels. In the early stages of our process, we were deeply inspired by traditional Chinese illustrations, which were interpreted through modern design practices. The aesthetic treatment was inspired by historic Hong Kong-style cafes and their cultural significance in serving affordable, Canto-Western food. The resulting brand showcases fun, creative, whimsical illustrations and warm, bold, colors.