Mill brand
guidelines

Describe Mill as a food recycler that dries and grinds food scraps into Food Grounds. The process runs automatically, usually overnight, and reduces food-scrap volume. Food Grounds are not finished compost: explain that they can be added to a composting process, soil, or other suitable pathways.

Describe sustainability benefits with care. When using impact figures, keep their stated context and qualifications; do not present estimates as guaranteed outcomes.

Product features vary by model. Confirm the model before describing capacity, height, lid operation, filter life, finishes, or safety-lock features.

Use customer and press imagery only when a brief calls for reviews, testimonials, or coverage. Keep any third-party identity contained in its original context rather than treating it as part of Mill’s own identity.

Use Mill’s own explanatory graphics and benefit icons to make the product’s operation and outcomes quick to understand. Keep diagrams simple and legible, with a clear relationship between food scraps, the overnight process, and Food Grounds.

Show Food Grounds as a useful material with a clear connection to gardens, soil, chickens, and community food systems. Keep the visual story grounded in food and real use rather than treating the grounds as finished compost.

Show Mill in lived-in kitchens and everyday routines. Natural home settings, people preparing food, and the appliance alongside familiar kitchen fixtures make the product feel approachable and integrated into daily life.

Show Mill appliances as considered, useful kitchen products: clean silhouettes, restrained finishes, and clear views of the bin, lid, and product details. Preserve the distinction between Mill Plus and Mill Essential when the brief calls for a specific model.