Got innovation? Raw-Edges reimagines the milk carton
Surprisingly little has ever been done with milk cartons. First there were bottles, then cardboard cartons. Aside from plastic 1/2 gallon and gallon containers, that's been about it. The form has always hewed as closely as possible to a Platonic ideal of the milk carton. Manufacturers want consumers to have no doubt as to the product or its purity. This, says your cardboard carton, is milk. You can trust us. It's not Coca Cola — that's in those coke-bottle shaped vessels in the next aisle.
As we screech into a brave new world of limited resources and rising temperatures, however, it's time we made some fundamental reassessments of we consume and what we consume it in. Design studio Raw-Edges (the London-based Israeli duo Yael Mer & Shay Alkalay) has carefully applied form to function to reenvision the milk carton for the first time in about 70 years. Rather than have consumers decode the color schemes that distinguish the 2% from whole milk, the indents on the carton indicate the percentages of fat in the milk. The color palette is uniform across all three cartons for optimal brand identity. The very shape of the carton speaks to a contemporary sensibility, with its spare, elegant lines and well-thought-out functional elements. The indented forms that denote fat percentage are also hand grips.
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