MILKLAB
Enterprise Webflow platform supporting global growth, product education, and ongoing content evolution.
Deliverables
Sector
Website
www.milklabco.comMILKLAB is a global plant-based beverage brand serving the hospitality, café and retail markets. Since 2022, we’ve partnered with MILKLAB to evolve their digital presence from a single website into a scalable digital ecosystem—supporting brand growth across hospitality, retail, supermarkets, campaigns and international markets.
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Context & challenge
By 2022, MILKLAB’s existing website no longer reflected the scale or ambition of the brand. The design felt tired, content depth was limited, and the platform lacked the flexibility required for a growing global presence. Campaign agility was constrained, and there was no centralised system for managing brand assets, resources or evolving product ranges.
At the same time, MILKLAB was navigating increasing complexity:
- Expansion into supermarkets with new SKUs, including 1L and mini formats
- A growing distributor network and café audience
- The need to balance barista-first messaging with consumer and home barista education
- Ongoing brand activations, competitions and pop-up campaigns
A single “website project” wasn’t sufficient. MILKLAB needed an adaptable system capable of evolving alongside the brand.
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Strategic lens
We reframed the challenge as building a digital brand ecosystem, not just a website. The goal was to align digital with MILKLAB’s wider brand presence—across in-house teams, print, packaging, and large-scale outdoor campaigns—while enabling speed, consistency and control.
Foundational decisions included treating the CMS as infrastructure, designing modular systems for campaigns and activations, and segmenting content clearly by audience. An internal download centre was prioritised to support distributors, cafés and internal teams, while commerce was intentionally sandboxed to avoid compromising the core brand experience.
Crucially, we avoided duplicated assets and resisted building a monolithic global site, opting instead for a flexible, scalable architecture that could adapt by market.
Solution
MILKLAB’s digital ecosystem spans Webflow and Shopify, supporting brand, content, campaigns, and commerce within a unified structure.
Platform & architecture
Webflow acts as the primary brand and content platform, housing education and campaign infrastructure, while Shopify supports a sandboxed merchandise experience that feels native to the wider site. Messaging is clearly segmented for hospitality, retail, and consumer audiences.
CMS ecosystem
A scalable CMS was developed across Products, The LAB (Industry ColLAB, News, Barista Basics, Recipes, Events), Campaigns, and FAQs. An internal Download Centre provides tiered access to brand assets for distributors, sales teams, cafés, and partners. Interlinked CMS logic enables intelligent content reuse, reducing duplication and improving governance.
Campaigns & activations
Modular landing pages allow fast rollout of campaigns and activations, supported by Jotform for complex form capture. This framework has enabled initiatives such as Get a Sample, Barista Battles, supermarket launches, and SKU pop-ups, allowing campaigns to launch in stages and evolve over time.
Regional & localisation
CAFÉLAB Korea was delivered using localisation to support bilingual content and region-specific expression, maintaining brand consistency while meeting local market needs.
Commerce & integrations
Shopify supports merchandise sales within a contained environment, while integrations with Jotform, Mailchimp, and Google Forms enable streamlined data capture and marketing workflows without overcomplicating the core platform.
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Outcome
MILKLAB now operates on a future-ready digital ecosystem that supports global brand consistency, rapid campaign execution and long-term scalability. The platform delivers a premium brand presence across all digital touchpoints and serves as a thriving resource hub for both retail and hospitality audiences.
Operationally, the system has improved internal efficiency, strengthened asset governance and reduced duplication—building trust in ongoing oversight and execution. From distributors and sales teams to cafés and consumers, each audience now accesses tailored, relevant content within a unified brand framework.
As MILKLAB continues to expand—with new SKU components and growing consumer offerings across 250ml and 1L formats—the digital platform is positioned to scale seamlessly alongside the brand.
