Pablo de Mello

Milo Café Branding

Personal Project

Branding + Graphic design

London, 2025

Milo Café is a branding project focused on creating a warm, contemporary coffee experience that blends quality, comfort, and social connection. The goal was to develop a visual identity that reflects the inviting nature of café while standing out in a highly competitive and visually saturated market.

The main challenge was to design a brand that feels distinctive without losing the sense of familiarity and comfort people expect from a café. Many coffee brands either rely on generic, overused aesthetics or lean too heavily into niche styles, limiting their appeal. This project explores a balance between personality and accessibility, creating a brand that feels both unique and welcoming.

The concept was built around the idea of the café as a lifestyle space — not just a place to consume coffee, but a setting for everyday moments, from casual meetings to personal downtime. I thought that the use of a character could deliver this sense of intimacy I was looking for, so Milo, the cartoon girl came into life. Once I had this vision, the visual language was born: characters, typeface, tone of voice and the colour pallete. This direction combined with a clean and modern structure, created a sense of warmth, clarity, and consistency across the brand.

The final outcome is a cohesive identity applied across packaging, in-store visuals, and digital presence. The result is Milo Café as a contemporary and approachable brand, demonstrating how thoughtful design can enhance the overall experience and emotional connection between the space and its audience.