Fat Miilk
Vietnamese coffee that slaps.
RoleCopywriting
ScopeRebrand
Fat Miilk is disrupting the Vietnamese Coffee industry, making it more accessible and exciting. The brand is reinventing traditional beverages to enhance their deliciousness and wholesomeness, while also establishing an inclusive and celebratory identity deeply rooted in hype culture.
Collaborating with Truffl, I contributed to the development of website copy and the successful launch of a website that aligned with the exquisitely dope rebrand of Fat Miilk.
For a brand absolutely dripping with swagger, we needed to craft a website to match. Collaboration was key here, in order to marry copy and visual. I worked alongside Truffl's Creative Director and Art Director to envision a digital space that seamlessly blends an intuitive e-commerce journey with captivating, experiential shopping moments. The brand's identity lives for bold visuals, so we were conscious to ensure that the website copy could still have room to breathe. Fat Miilk's resulting website is vivid, energizing and exudes more than a little 'tude.
Fat Miilk is…
UNAPOLOGETIC AND EDGY. // DOPE AND CHARISMATIC. // PASSIONATE AND CELEBRATORY. // WITTY AND SMART. // CONCISE AND UNCOMPLICATED.
Fat Miilk is a game-changing brand, driven by a purpose of doing big things and inspiring others to make waves in the world. When crafting the website copy, my goal was to squeeze the brand's significant flair, authenticity and vitality into mere sentences. As a team, we decided on a storytelling approaching, aiming not just for shoppers but the creation of a community. It was equally important to emphasize the brand founder's pride in her heritage, showcased through a celebration of hustle and whose who enjoy remixing the traditional to forge something original.
It felt right to enlarge and embolden the headlines and design call-to-actions to feel fun and conversational. Essentially, Fat Miilk engages in a lively conversation with site visitors— narrating their story with fierce passion a lot of talking with their hands.
