Writer, strategist, go-seeker.
Writer, strategist, go-seeker.
Amsterdam-based sustainable clothing line Melk came to Forner to create a brand with standout status in a competitive marketplace for casual, conscious staples.
Melk is the lovechild of effortless Dutch elegance and coastal California casual. An aesthetic of whole comfort, that makes you feel more like yourself, where natural style meets mindful living.
Welcome to Los Amsterdam. Home of the iconic understatement. The fresh classic. And the gently put-together, always a bit undone.
Melk helps you find your natural state. Where every piece in your wardrobe fits who you truly are and you always feel at home in your style, wherever you travel.
A sophisticated sporty vibe runs through the voice and messaging, with headlines that are punchy yet elevated.
The brand tagline Do Natural speaks to a sustainable lifestyle in a new and memorable way that feels at home with activewear. It evolved the Dutch saying “doe normaal” which literally translates to “do normal”. It declares that “natural” isn’t just a look, but a way of being and doing in the world.
Strategy + Messaging: Allison Dobkin / Design: Kati Forner
*Lifestyle photography for concept only.