Branding, Art Direction, Copywriting, Print and Digital Design
The Outfit is an exclusive club providing milk to a society where it has
become 'prohibited'. The concept was inspired by gangster Al Capone's involvement in the milk industry during his reign as mobster kingpin and head of 'The Chicago Outfit'.
The letters ‘T’ and ‘O’ have been combined to subtly create the image of a suit and tie, alluding to Al Capone’s reputation for wearing dapper suits.
The identity is flexible and can work in different colour combinations and formats.
Label designs for the bottles of milk served in The Outfit's speakeasies.
Instead of 'full milk' etc. the different milks are inspired by real-life gangster nicknames which still allude to the contents of the bottle.
Selected extracts from the guide one receives on becoming a member of The Outfit, detailing the dress code, rules and absolute discretion expected from all its members, Silk has been used in the photography to replace milk, as a nod to Capone's expensive taste and to exude a sense of luxury.
Prototypes of The Outfit app, which allows members to find their nearest milk speakeasy, connect with other members and other useful features,