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MILLOW — GOTHENBURG, SWEDEN
Millow – Case Study
Millow is an emerging food-tech brand based in Sweden that has reimagined the world of plant-based meat through a scientific and sustainable approach. Since its inception, we’ve partnered closely with the founding team to bring their vision to life, starting from naming the company, to shaping its brand DNA, and building all the key communications tools needed for a high-growth startup poised to make waves in the food innovation space.
Our work began with a deep naming exploration that led to 'Millow,' a warm, authentic name that balances Nordic restraint with an approachable personality. We then designed a visual identity and logo that defy the category’s typical cold minimalism. The organic, flowing form evokes natural fermentation and scientific rigor without sacrificing friendliness, creating an identity system that is both credible and human. This bold departure resonated strongly with stakeholders and investors in a market where branding often lacks emotional resonance.
Our work began with a deep naming exploration that led to 'Millow,' a warm, authentic name that balances Nordic restraint with an approachable personality. We then designed a visual identity and logo that defy the category’s typical cold minimalism. The organic, flowing form evokes natural fermentation and scientific rigor without sacrificing friendliness, creating an identity system that is both credible and human. This bold departure resonated strongly with stakeholders and investors in a market where branding often lacks emotional resonance.
Investor-Ready Pitch & Funding Success
Crafted extensive pitch materials, including investor decks, executive summaries, business plans, and memorandums
Supported Millow’s successful bid for funding from the European Innovation Council Fund
Targeted one of Europe’s most competitive deep-tech investment vehicles
Clearly communicated Millow’s novel dry fermentation process
Highlighted the breakthrough combination of mycelium and oats
Presented the brand’s unique value as an ingredient supplier
Positioned Millow for food manufacturers seeking clean-label, binder-free protein alternatives
An integral part of the brand’s warmth and distinction is a suite of playful brand characters developed to humanize Millow’s story. These quirky illustrations bring the science to life and add a layer of personality that’s rare in the food-tech space. Used throughout the website and animated across various brand touchpoints, they create a sense of joy and authenticity while reinforcing Millow’s approachable ethos.
As the brand moved from early R&D into commercial readiness, we evolved its messaging across website design and social media presence—helping Millow stand apart in a rapidly growing but crowded alternative protein space. From science-backed storytelling to a clear, scalable identity, we’ve laid the foundation for a brand that is as pioneering as the product it champions. A defining feature of the Millow experience is the use of playful, character-driven illustrations that appear across their website and digital content. These visuals, animated and expressive, help communicate complex science with warmth and simplicity—bringing personality and human touch to a brand driven by biotech innovation.
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