In 2014, to increase consumer engagement, Samsung Mobile planned to launch a new music-focused B2C service in the US. We were engaged to develop naming architecture, name, messaging, and icon for the platform.
The objectives were to create a name that could increase relevancy with Samsung Mobile’s core customer segment—the young-minded consumer—by surprising them with a bold, disruptive name and service; support Samsung Mobile’s strategic entrance into the services space and strengthen their current ecosystem of mobility and leadership in lifestyle technology; and build credibility in music, creating opportunities and bridging gaps with current and future marketing efforts.
We employed a rigorous methodology to identify the optimal strategy, name, icon, and messaging. “Milk” was strategically selected based on the criteria that it be straightforward and concise, extendable and non-limiting, distinctive and bold, authentically cool, human and intuitive, and credible for—and reflective of—Samsung.
Milk was brought to life through a series of messaging examples across a variety of objectives, as well as through a lexicon of proprietary words and phrases. These various phrases and ideas related to milk and its fresh, satisfying, and strengthening qualities further reinforced the platform’s unique offerings and characteristics.
In addition, we utilized the platform’s existing color palette to develop a visual expression on par with the fresh capabilities offered. The bold, modern, iconic symbol bridges both male and female aesthetics. The “M” represents “my radio”—highlighting the unique degree of personalization that platform offers, with the double “M” reiterating both the service’s name and capability (Milk Music). Furthermore, it grounds an abstract, evocative name with a direct reference to the platform’s category—music.
Milk is a new take on music, delivering an easy, enjoyable experience that enables you to discover fresh music to love. And, the Milk identity—name, icon, and messaging—provides Samsung Mobile with a unique way to express its breakthrough service.
Milk launched on March 7th, 2014, generating tremendous media buzz throughout the USA and so far has had 2 Million downloads without any dedicated advertising. Since its launch, both the music and technology industries have embraced Milk.