Hot, cold, flavoured or in coffee, no matter what the latest trend, milk will always have its fans. To engage more closely with its customers, Natrel joined forces with the Java U café chain to create its first-ever Natrel Milk Bar. Thus was born a unique concept, where consumers are immersed in a world of dairy, from both the milk bar’s visual and architectural elements to its menu. The approach is whimsical; the decor brims with milk imagery. Neutral finishes with carefully considered black contrasts allows the expression of milk white to play a central role. The intimate seating areas lined up on one wall are in the shape of milk cartons, like little houses. Other fanciful details include splashes of white milk painted on the walls and ceiling, and lighting fixtures that resemble opaline milk drops. The brand’s highly graphic approach is firmly anchored in its environment; the shop also features a boutique selling branded clothing and accessories that draw heavily from Montreal icons. From the space to the brand and signage, this successful project demonstrates imagination at every turn.