Box Vox

packaging as content

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December 28, 2009

Cross-Category Packaging (Part 2: Milk Cartons)

MilkCartons

Even though they’ve lost ground to plastic containers—and even though, as often as not, they contain juice—gable top cartons continue to be strongly associated with milk. For this reason, a lot of the cross-categorically packaged products in gable topped cartons, refer to milk. Sometimes these are baby products like the Mimijumi formula bottle and the Freshwear baby romper body suits.

Other times, milk is alluded to for different reasons. The Whoppers malted milk balls come in a gable top container to highlight milk as a presumably important ingredient. Cookies are sometimes packaged in milk cartons, alluding to milk, as the popular accompanying beverage. (The cookie package shown here is a concept proposal by Sami Christianson via the dieline.) The Southpark “Kenny” toy is packed in a milk carton alluding to the “missing children” announcements that frequently appear on milk cartons.

Other stuff packaged in cartons seems to be either a functional choice or a marketing choice. Pepperidge Farm “Goldfish,” for example. —(unless they’re trying to allude to milk as an ingredient of cheese?)

Aquarium Salt has no connection to milk that I know of. Nor do Epsom Salts—(although there are occasionally “milk baths" to be found that are packaged in milk-style cartons.)

Copperhead BBs do not have any dairy connection and yet come in a gable top carton… although it is possible to “milk” a venomous snake…

(See a video commercial from Italian skater brand, Lait Lab, after the fold…)


Randy Ludacer
Beach Packaging Design

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