XS Arena is a chain of seven internet cafés that serve more than 10,000 customers a day. The latter come to use the internet, play online games, download photos, check their email or work on one of 750 desktop computers.

Anticipating a major expansion of its network, XS Arena wanted to develop a real brand universe. Initial studies showed that customers did not call the cafés by name, but simply “internet cafés”. A decision was made to give the network a specific, image-enhancing brand.

The brand name Milk was chosen because internet access has become a daily necessity, just as, in the past, English homes had a bottle of milk delivered to their doorstep every morning. Dragon Rouge created a full-blown brand universe, both visual and verbal. The four letters in the name Milk were associated with four options: surf, work, mail, play. A real Milk vocabulary developed in the “milkhalls”, where people greet one another by saying “milkome” and are welcomed by a “charobase” (ch@t), the brand mascot.