Milk Innovative gives Fork The Concept a cheeky branding

The other day I was in Saifi Village and I saw a new shop open - Fork The Concept. Something about the logo called me and I had to do a double take. And there it was! A very very subtle gimmick right in front of my eyes. Look at the logo people... The O of "Fork" is open on top.... (To make which letter?) and the top of the R is turned backwards to make (again, which letter?). Genius and so so suave.

A small detective work led me to know that Milk Innovative were behind this smart work (disclosure: I have worked in the past with Milk Innovative but obviously not on this project). OK, just to be even handed, I am not madly in love with the selling line "eccentric living" which whereas it says exactly what Fork The Concept does, it says so bluntly runs counter to what the logo does.

Still, not to rain on anyone's parade, I love the logo. Really well-done!

Milk Innovative launches Coronavirus initiative "Together Alone"

Is the Lebanese government handling the COVID-19 well? Yes. Should people be going out? No. Are they going out? Yes. Are they supposed to? No. Milk Innovative thinks so too. An they launched a great initiative compatible with the social media world to really convince people they should remain indoors. "Together Alone" or the Arabic "مفرد بالجمع"  is a lovely, timely, needed effort because. Only with collective effort will we be able to beat the virus and stop its spread.
Here is how it goes:
It’s a good day to shake off boredom, spread empowering vibes and encourage people to #JoinIsolation!
All you have to do, from your quarantine, is:
Soap your hand and wrist
Photograph it (Hey! You can get creative here indeed!)
Copy Paste this caption
Pass on the torch to 5 persons you tag
Share it
I pass the torch to (tag your buddies
Together, but not forever alone, we shall #shakecoronavirusoff!
Until we meet again
#TogetherAlone #UniteForLife

اليوم بدنا نكسّر الضجر, بدنا ننشر طاقة ايجابية وبدنا نخبر العالم انو #عالعزلة_مجتمعين !

كل شي لازم نعملوا, بالحَجِر, هو:

نرغي صابون عإيدنا والمعصم 

نصورها (هون اكيد فينا نفجّر مواهبنا!)

منعمل كوبي بايست لكابسيون

منعمل تاغ ل5 اشخاص تنسلّمن الشعلة

مننزّل البوست

..انا بسلّم الشعلة ل

سوا, واحد واحد, رح ننتصر عالكورونا لأنو #حياتنا_مسؤوليتنا! 

#مفرد_بالجمع