Milk & Co Baby launches re-brand and new ‘Everyday Joy’ platform via The One Centre

Milk & Co has just unveiled its all-new Milk & Co Baby range, created by The One Centre.

After hanging up his togs and goggles in 2007, Olympic swimmer Michael Klim launched a portfolio of skincare brands that now make up the ‘Milk & Co’ family. Today, Milk & Co ‘Baby’ is the brand’s star performer, achieving strong growth internationally by using trusted all-natural Australian ingredients.

To accelerate growth, Milk & Co appointed The One Centre to create a more contemporary and differentiated take on the brand’s original ‘simple, natural’ positioning, bringing it to life through a new advertising and marketing platform, brand identity, packaging design and merchandise collection.

Says Klim: “We launched Milk & Co Baby in 2009 and it’s now the fastest growing brand in our portfolio. It needed a fresh brand positioning and a more contemporary look – The One Centre nailed the brief.”

Says John Ford, CEO and founder, The One Centre: “A key part of our brand evolution was to give Milk & Co Baby a platform and positioning that could work universally across countries and cultures.”

The positioning, ‘Everyday Joy’, is inspired by the sensation of everyday joy that comes from the feel and smell of a baby’s skin. From adorable iconography to photography that captures the intimacy of motherhood and skin-on-skin experience, to packaging that bolsters the brand’s on-shelf presence, the campaign is designed to help Milk & Co Baby grow its market in Australia and beyond.

Says Katie Molloy (pictured left with Michael Klim), general manager, The One Centre: “Every detail is designed to be simple, friendly and communicate how the products nurture and nourish the perfect natural state of baby’s skin.”

Milk & Co products are sold in around 13 markets and stocked by some of the world’s biggest and most iconic retailers.

The One Centre also created the new KLIM mens ‘skin fitness’ brand for Milk & Co in 2016. Working end-to-end from strategy to market launch, the agency created the KLIM identity, pack design, advertising and content campaign, entertainment platform, digital strategy and social media content.