Florence by Mills Coffee is an extension of the existing Florence by Mills universe, translating the recognisable identity of Millie Bobby Brown’s beauty brand into a new category: Ready-to-drink iced coffee. Built from the foundations of the original brand, the project focused on evolving an established visual language rather than reinventing it, carrying over the softness, personality and accessibility that made Florence by Mills resonate so strongly with a Gen Z audience.

Founded by the actress Millie Bobby Brown, Florence by Mills has grown beyond beauty into a wider lifestyle space, built around ideas of self-expression, routine and approachability. The existing brand identity is instantly recognisable through its pastel colour palette, handwritten typography and conversational tone of voice. The challenge was to retain those qualities while adapting the system to function within the far more competitive retail drinks market.

The creative approach centred on balance. The packaging needed to feel unmistakably Florence by Mills, while introducing enough confidence and shelf presence to compete within the iced coffee category. Rather than abandoning the softness of the original identity, the project leaned into it, refining and restructuring the visual system so it could translate naturally onto beverage packaging.

A flexible design framework was developed across four launch flavours. Original, Caramel, Mocha and Vanilla. This framework created consistency across the range while allowing each variant to maintain its own distinct identity. Colour, hierarchy and typography were carefully adapted to improve clarity and navigation at shelf level without losing the playful and personal character associated with the parent brand. As the brand was aimed at a younger demographic, this audience will typically be quite new to the coffee world so it was important to ensure the flavour was the leading highlight to help users easily understand what they wanted to purchase.

The result is a cohesive brand extension that expands Florence by Mills into a new space while remaining authentic to its existing audience. Familiar enough to feel connected to the original beauty brand, but evolved with enough presence and versatility to succeed within the lifestyle drinks category.