Introduce an innovative new makeup line from the creative masterminds behind the widely successful creative culture center, Milk Studios. Milk Makeup charged DeVries with developing a strategy that would not only reveal the brand and clearly communicate its multi-layered story to the masses but also establish Milk’s “right to play” in a new industry, with credibility.
In a category where new makeup brands are born everyday, Milk Makeup had an original story to tell. They looked inward for inspiration and created a line that fits the lifestyle of a new generation -- courageous, ambitious, busy girls and guys who have their own take on beauty and all have something to say -- called Generation Milk. Milk Makeup’s co-founders – including an award winning filmmaker and a renowned style expert/fashion editor – were given platforms to personally show and tell their brand’s story and demonstrate their unique role in creating this breakthrough new brand.
“We partnered with DeVries and challenged them to support the launch of our line in an unconventional and very ‘Milk’ way. We expected big things, set the bar high, and we were not disappointed.”Paula Roberts,
Communications Director at Milk Makeup