I really love clean and simple designs that speaks clearly. When I think of milk and the brand I normally buy, I would say that I buy for the good quality, but generally not for the design. The first time I saw the Schroeder milk packaging I thought to myself, “I would love to have that design in my fridge.” It speaks of good design, as well as good quality. I think the redesign is really successful, not just from a design point of view, but definitely also from a consumers point of view.
“We designed a completely new look for Schroeder, one that communicated on three levels. The first level is a clean, white opaque package that communicated a European sophistication. The next level is the use of the words One, Two, Whole, and Skim each scaled reflect the fat level of the milk. The last is the use of rotating, esoteric phrases that spoke to consumers in an anti-marketing language. Phrases like for dreamers and optimists and for those who fall somewhere in between. The early results speak for themselves. Schroeder saw a sustained 15% increase in distribution due to their new packaging and 22% increase in sales of milk during a recessionary economy.” – Capsule