Can differentiating actually just result in confusion? Whilst out doing some in store safaris for a project I spotted this; although fun and different for the #plantbasedmilk space, at a #system1 level I honestly just thought the blue milk had been put back on the wrong place (not aided by the dairy milk section stocked right next to it) Interestingly, in isolation I’ve always loved plant based milks in a ‘traditional’ milk bottle, I think it looks great. But, with that said, it just goes to show how important the context that surrounds pack can be when it comes to stand out and comprehension #productdesign #packdesign #packstructure #brand #packaging #design
Great example of 3D and 2D pack codes and cues communication and context of category norms. Does the borrowing of traditional dairy disrupt and result in sales or does it mean it’s ignored due to wrong assumption of what the product is?! Great example thanks for sharing Nikita
Agree on the importance of context, as it also frames how we interpret design - cow milk packaging in ambient is a big ick for me, as it takes me straight to warm, gone-off milk!
This feels so wrong out of refrigeration. Not helped by the ‘Fresh Oat Drink’ claim on the front. I wouldn’t buy it because I don’t trust it to be fresh, and I am target demographic. Sadly the plastic bottle will likely be far more recyclable than the surrounding composite cartons.
Insight | Design Strategy | Innovation
2moThis is irking me too, can't quite put my finger on it. Maybe it's because it feels TOO lonely, so it seems out of place. What if it had a few more SKUs/facings like Oatly/Califia... maybe it would work....? (also, do people who drink oat milk want this much "CowMilk" cues? Gives me school dinner milk vibes)