espite Natrel`s great success, the design had been a spot, etc. The new carton demonstrates a new physical redesign neglected, and therefore is in need of a redesign. of the shape. Instead of being straight and rectangular, the new carton tapers towards the bottom. This new feature allows for the carton to be more easily grabbed with one hand. The new The company had humble origins. Origi- shape also makes it easier for children to pour the out of the Ideas for New Design: nal founder, Henry Schroeder had one cow and a small piece of carton as it now gradually becomes smaller. The entire carton swampy land, but he was determined to build a farm. In 1928, the will be more eco friendly than its original design, being made State of Minnesota passed two laws. The first prohibiting sales of almost entirely of a reusable, biodegradable and thin cardboard. Concepts of Original Designs: raw milk and the second disallowing the purchase of milk from other farms. Despite these laws, Henry-who at that time had the The milk carton package, though fairly liberal and workable, area’s largest was ready to experiment with new machinery must meet certain requirements such as volume and health re- that would modernize dairy farming. Over the next few decades lated information. Firstly, a volumetric indication must be in- the company more than doubled in size, growing in all areas. In cluded on the carton. For this carton’s sack, a two liter indication 2008, Schroeder Company became part of Cooperative, must be shown, as the final product will have the capacity to hold a leading manufacturer of dairy products in Canada. Dairy com- two liters of milk. However more importantly, the carton must panies including Natrel are owned by Agropur. Natrel is a Cana- include the ingredients of the product accompanied by the nutri- dian dairy co-operative based in , . Natrel cur- tion facts. This product, being advertised as organic, must be a rently has1,540 employees and 8 manufacturing plants in Canada. verifiable organic product. Therefore it must indicate somewhere that it is milk free of synthetic hormones. The ingredients must Presently, the design of the milk carton shares a striking resem- also make note that Natrel is using only the best quality milk by blance with other competing dairy products. Natrel, and many of acknowledging that it is certified grade A milk. The package must the other companies, share the generic scenery of a quant farm with also be able to communicate that the milk has been fine filtered. grazing cows accompanied by their smiling farmer. My concern is what’s stopping the packages of these products from evolving into Since the milk already has 3 differing versions of itself, it is something more unique? I wanted to create a design that would inevitable that different package versions have to be made. The bring a fresh look to the face of Natrel. Though it strays from its ge- general design remains the same; however the colours change Natrel. natrel. neric predecessor, the product is not unrecognizable as a milk prod- accordingly to the type of milk. The one percent milk is paired uct. The new design combines modern and vintage qualities which with blue, two percent with green and three percent (whole natrel. work in unison, creating a simply and functional design. The colour milk) with red. Before beginning the design of the logo I wanted scheme of the design is soft, without the harsh distraction of bright a typeface with certain classic typewriter characteristics, in or- Natrel. natrel. colours, but not so much so to make the packaging boring; the new der to contrast the minimalism of the rest of the design. This carton design is professional and elegant. Each colour: green, blue being said, not many variations of the logo were created. How- Concepts of New Packaging: Natrel. natrel. and red, pairs well with the organic texture of the new carton ma- ever, I tried to create logos differing in colour, and letter casing. terial. The carton’s main focus is the circle surrounding the brand In order to keep unison and balance throughout the package, I name. For each different type of milk, the circle gets a corresponding used the same typeface for majority of the writing on the carton. colour for its respective percentage. The circle is meant to draw the The new carton consists of two main materials, cardboard and consumer into the main focus of the product: the label of the organ- the transparency. The cardboard is a biodegradable and recyclable ic Natrel milk, and the desired type of milk. Undemanding lines and material making it very eco friendly. Recycling cardboard only elegant patterns are added to give the package a sense of refinement, takes 75% of the energy required to make new cardboard. Inside Natrel. Natrel. Natrel. without being overbearing, complimenting the simplicity of the the cardboard, a small amount of transparent plastic will be used circle. The side of the carton showcases one of the most interesting in order to fulfill the purpose of the cut outs for the transparency components of the packaging. The transparent circles provide indi- section on the side of the carton. The cap sealing carton will also be cation points, showing how much the milk has been depleted. This made out of a plastic material. The template of the carton requires 1% functions as both a reminder and as a warning, signifying when the glue to be manufactured properly. This will serve as insurance ne ltered ne2% ltered 3% ne ltered carton is close to being empty. Placed on top of the milk cut outs, is that the milk will be prevented from leaking through the carton. milk milk milk a minimalistic cow head. Packaging for milk, being a dairy product, naturally should include some representation of the cow, be it a face,

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