Modern Mill

Boxes&Mailers, Branding, Corporate, Packaging

2025

We first designed the Modern Mill brand in 2019, before the company officially launched. At the time, we developed the strategy, positioning and visual identity for a business introducing an entirely new category of sustainable building materials.

Five years later, we worked on a soft rebrand. By then, ACRE had naturally become Modern Mill’s flagship product, and years of working closely with the team had given us a much deeper understanding of the company, its products and its customers. we then refined the identity to reflect everything we’d learned along the way.

The refresh focused on strengthening what already made the brand recognizable. The signature orange became brighter to improve visibility across digital and physical applications, while deep brown backgrounds introduced stronger contrast and a more architectural feel. The result feels bolder, more confident and more premium, while remaining unmistakably Modern Mill.

The typography was completely redrawn as a custom typeface inspired by the geometry of ACRE boards. The angled cuts throughout the letterforms reference the process of cutting and shaping the material itself, creating a subtle connection between the product and the identity.

The MM monogram was also reworked into a more versatile symbol. Built using the same geometric principles as the typeface, it references the board profile while simultaneously forming the initials of Modern Mill and the silhouette of two houses. It works as a compact brand asset across merchandise, social media, signage and applications where the full logo isn’t needed. Beyond the logo, we developed a complete identity system. A family of styles was designed for different audiences and applications, while enlarged sections of the symbol became a flexible supporting graphic that frames photography, organizes layouts and creates consistency across websites, brochures, installation guides, trade show materials and sales collateral. The photography direction was also refined. Instead of relying on lifestyle imagery, we focused on the architectural style. Clean compositions, generous areas of sky and carefully framed buildings place ACRE at the centre of the story, highlighting its quality, finish and craftsmanship.

Beyond marketing materials, the identity was designed to work across every customer touchpoint. We developed a series of isometric technical illustrations for installation guides and specification documents, bringing clarity and consistency to highly functional content. The concept was also applied to ACRE’s sample boxes, transforming what is often a simple shipping package into a branded experience that reflects the premium quality of the product inside.

The refreshed identity has been well received by the sales team and internal stakeholders, reinforcing the strategic decisions made throughout the project.

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