Millie Bobby Brown, Stranger Things star launches a coffee brand crafted for Gen Z with a pastel, subtle and minimalistic visual identity

Gen Z star from Stranger Things, Millie Bobby Brown launches a coffee brand, Florence by Mills crafted for a target audience under 25 years. The visual identity of the pack comes with stand-out elements in the coffee category, portraying delicate and pleasant purple packaging with contrasting pastel hues flowing through the pack. Drawing inspiration from the brand ethos supporting work-life balance opposing burnout culture, Florence by Mills has a visual identity that is soft, subtle and minimalistic.

The packaging scheme is delicate and friendly but also sympathetic to the coffee consumer who values a slow-paced, contemplative existence. The Busy Bee Bundle contains two coffee concentrations, a bamboo glass tumbler, and three syrups. The syrups are packaged in a paper box, with the glass bottles peering through rectangular cut-outs with an elegantly curled top. The concentrates are packaged in the brand's distinctive soft purple box, with a brown fluid form swimming through the centre.

In addition, the firm sells a ‘self-care bundle’ that contains coffee brew bags and syrup bottles. A coffee company that sells ‘self-care’ coffee captures an audience that is focused on well-being playing on their understanding of creating a balance between mental and physical health. Florence by Mills Coffee delivers a coffee brand that speaks to Gen Z and has been crafted to fill in the gaps in the coffee category.

“I've been passionate about coffee ever since I can remember. It's always been that pick me up to get me through those long days on set, it's definitely that moment away from all the chaos that allows me to be present again. I set out to create a brand that will allow my fans and all coffee lovers to do the same, a brand that isn't just about great-tasting coffee, but about those special moments, too.” -Millie Bobby Brown

For more information on Florence Mills Coffee’s design, visit their website or follow them on Instagram.

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