Minor Figures × HUMAN MADE Collaboration

For the global collaboration between the London-based oat milk brand Minor Figures and the iconic Japanese creative label HUMAN MADE, we supported the realization of this vision, using Japan as the strategic launchpad. The core of this project was to redefine oat milk—moving it beyond a mere “”beverage”” category and positioning it as an integral part of modern lifestyle and fashion.

In Japan, we strategically executed a series of POP-UP STORES even before establishing a permanent online presence. By creating a space intimately linked with local culture, we generated significant buzz and high-density engagement. We imbued the category with a new cultural value: the idea that choosing this brand is an expression of one’s personal style. This successfully elevated the overall recognition of the brand and the category itself.

Using this high-energy Japan model as a blueprint, the project was then “”reverse-imported”” and expanded to the brand’s home base in London, as well as Los Angeles. We designed a form of co-creation where Japanese-born culture rewrote the global context, sublimating a plant-based milk alternative into a contemporary cultural icon.

CLIENT

Minor Figures

LOCATION

HUMAN MADE×MINOR FIGURES POP-UP @ StandBy

URL

https://jp.minorfigures.com/

CATEGORY

FOOD & BEVERAGE