MYLK: an alternative destination
Food and Beverage
2020
Originally conceived with the name 'Beige', the idea was to develop a food and beverage concept that would celebrate chocolate and ice cream, but in an alternative way. Moreover, the challenge was to create a disruption in the market by not just launching another F&B outlet, but to create an alternative destination for people to socialise. Mylk was born.
The plan was for this concept to not fall to the clichés of veganism and create a social class system where non-vegans are excluded. It will celebrate the childhood memories and nostalgia of ice cream and chocolate in a way that allows for adults and children to enjoy. It is upmarket, classy, fun and playful. It is an adult place but welcomes all.
Client:
Enbat Holdings
Services:
Brand Strategy, Creative Ideation, Concept Generation, Creative Direction, Copy Writing, and Project Management
Credits:
Interior Design: Laura Seppänen
Brand Identity: Kobra
Concept + Creative Direction: T-SDA
Image credits:
Public Domain/Fair Use
Mylk’s journey started back in 2019 when a group of entrepreneurs gathered to develop a concept that would challenge the market in Doha, Qatar. The name of this concept started as ‘Beige’ a word associated with the simplicity of life. It defined a state of mind and visual elegance—it’s always a safe bet, it’s cultural, and it is the colour of the desert landscape, it is known to the local market, and underneath the ‘beige’ facade, the idea was to create lots of excitement.
This developed further—through a creative workshop—and the name MYLK was inspired by the underlying ingredient in most of our much loved desserts such as ice cream and chocolate. Milk. The alternative however, is nut and seed milk, known amongst the vegan community as Mylk. Therefore we decided to use the name Mylk (if you’re vegan, you’ll known)—which although written different, is said vocally the same way. This is an easy word to say in all languages, it is fun, it is made up, its therefore nonconventional, just like us.
Jack Thomas Taylor of T-SDA worked directly with the founders to develop Mylk into a destination for those who appreciate life’s simple pleasures: ice cream, chocolate, perfect coffee, tasty food, design, music, and great friendly service. As the creative director and one of the co-founders he worked meticulously with the branding studio and interior designer to create an environment whereby every touchpoint had been carefully considered. He hand-picked the furniture and lighting and even ensured that all the tableware, flatware and glassware complemented the overall experience.
Working behind the scenes Jack (now known as T-SDA) project managed the whole concept from ideation right through to delivery. This included building relationships with suppliers, fit-out contractors, hiring staff, working with the chef, as well as sourcing ingredients and suitable packaging. Jack also launched the social media pages of the brand, the website, and the online store.