Milk & Froth had been slinging handmade ice cream around Detroit for a couple years when the young entrepreneurs decided to compelment their food truck with a brick and mortar scoop shop. We collaborated with TwoPoints.Net to refresh their branding and create a new architectural concept that together feel fresh and playful, just like Milk & Froth’s ice cream.
Located in the Buhl Building, which was built in 1925 and is covered in Romanesque decorative motifs, Dash was challenged to create something new in a context that’s so old and opinionated. We took a cue from the handcrafted details of Coraddo Parducci who sculpted the Buhl building’s original columns in the 20th century and developed a contemporary equivalent.
The interior speaks to the raw materials Milk & Froth uses by leaving the walls partially unfinished, with paint dripping down over cement board like melting ice cream. At the walls and ceiling, text-based decorations nod at a traditional architectural order but do so with an ASCII motif executed in a custom typeface created by TwoPoints for Milk & Froth. Familiar but new, like a scoop of excellent vegan ice cream.
Milk & Forth’s custom typeface enables them to make new communications materials easily and often. Even if they make new posters with a basic word processor, the character of the brand will be maintained.