MÌLÀ / BRAND STRATEGY, COPY DIRECTION + EXECUTION

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

The folks at MìLà, known for their internet-famous frozen XLB, were 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. I led the messaging portion for their brand guidelines, working closely with the founders to give voice to a brand whose love for food is inseparable from its cultural heritage. More fun, more joy, more connection was the vibe we were going for.

It was a lot like recipe development if you’ll bear with the heavy-handed metaphor. I crafted tone guidelines, boilerplate messaging, and internal manifesto language—aka ingredients that became the building blocks of flavor. And while I can’t show you the “recipe” itself, per se, you can see how it came to life across a range of formats.