BTL Brands has repositioned Porto-based luxury cashmere company, Milk Cashmere, with a new brand identity as it eyes up the mother and baby market. The name Milk, previously ‘Melanie Cashmere’, was created to reflect the way rolls of soft cashmere fabric take on a ‘milky’ appearance and nod to a translation of the founder’s surname, ‘Milk Coast’. The brand message, ‘A small touch of kindness’, shines a light on the journey of the brand's cashmere wool - from source farms in Mongolia, to a factory in Milan, to its store on Madison Avenue. The new brand has been applied to website, packaging, social and marketing.
The new brand will launch in spring 2018. Melanie Costa Leite, founder of Milk Cashmere, said: “The BTL team were an essential ingredient in the creation of my new luxury brand. They got it immediately. BTL understood from the very beginning what it was that I wanted to achieve. They helped me bring my vision to life, always encouraging me to do better at every stage of the journey. They have captured the essence of my passion for cashmere and repositioned us with real strength in visual identity to help put us on the map, globally.”
Stuart Lewin, Founder and Creative Director, BTL Brands
Santeri Lohi, Creative Partner, BTL Brands
Melanie Costa Leite, Founder, Milk Cashmere