Mill: A revolutionary approach to combating food waste, intertwining aesthetics, science, and circular economy.

Mill is more than a brand; it's a revolutionary response to a global issue - food waste. With the US wasting 54 million tons of food annually, Mill's mission extends beyond reducing greenhouse gas emissions to eradicating food waste altogether. The innovative, user-friendly kitchen bin system enables this by transforming food scraps into Food Grounds, which ultimately become chicken feed for farms.

The brand's identity visually communicates this cycle. The logo, a blend of modern, elongated typography and a subtle millstone icon, symbolizes both the novel solution and traditional agricultural practices. The graphic language draws inspiration from diverse sources such as children's book illustrations, agricultural journals, and scientific diagrams, creating an eclectic yet cohesive identity.

A vibrant color palette, inspired by fruits, vegetables, and Food Grounds, imbues the brand with optimism. The play between a characterful sans serif and a scholarly serif offers typographic flexibility across a wide range of messaging and themes encompassing food, science, and agriculture.

The brand's commitment to sustainability extends to its stationery, which repurposes commercial printer's waste paper, thereby generating a captivating, abstract visual language while minimizing waste.