MILA

CHINESE FOOD THAT’S MEANT TO BE SLURPED, SAVORED, AND SHARED

MiLa, known for their internet-famous frozen XLB, was ready for a rebrand. The brick-and-mortar turned e-commerce business exploded during the pandemic, and its branding had a lot of catching up to do. I led the brand voice development, working closely with the founders to make the tone more playful and joyful.

I crafted tone guidelines, boilerplate messaging, and internal manifesto language—aka ingredients that became the building blocks of flavor for the new brand direction.