I've been thinking a lot about the grocery dairy case. Which maybe says more about me than it does about the grocery dairy case. But regardless...
It's an increasingly packed strip of real estate, isn't it?
You've got your traditional milks in all their percentages, plus those standbys like buttermilk, half & half and heavy cream. Then you organic versions of just about each of those, along with newer options of grass-fed or lactose-free milk.
But we're still not even through half the list! Soy milk paved the way for refrigerated plant-based milks (Silk deserves credit for leading the charge to the dairy case after its competitors had spent years languishing at room temperature on the cereal aisle), and now we have almond milk, oat milk, coconut milk, cashew milk and quite a few others.
Add in a growing myriad of iced coffee options and you've really got a sense of what a packed house the dairy case has become.
Which is all a long way around of saying why I'm so fascinated lately with milk packaging design, with none more attention-grabbing than the new design for Milgrad from Russian agency Depot.
The new carton design wraps an image of a cartoon cat around the sides, making for a playful and minimalist look with a fun bonus: as the cartons are turned and placed alongside each other, the image flows from one carton to another in fun ways.
Give it a look to see how it all came together.
What's your favorite innovative packaging in recent years, whether mainstream or niche? Drop me a line at the email below or @Griner on Twitter.
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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