The most common source for calcium and Vitamin D is through the consumption of milk. Although, milk is still leading in the industry, Americans have decreased their consumption by 40% in the past decade. This is due to misinformation and misconceptions of what’s behind the milk industry. Although this is important, it's not the only factor that has resulted in the decrease in the consumption of milk. Another leading factor is related to 75% of population being lactose intolerant due to the lack of or minimal levels of the lactose enzyme. This enzyme is in charge of processing and breaking down the milk in our body and without it, ingesting lactose can result in unwanted consequences.
This Packaging took a deep dive into the facts behind the label and aims to reveal the positive and the negative from raw milk to skim milk. The approach of the design with milk cartons provide an educational yet simple way of discovering what is behind the label and decide for yourself.
READ both sides
THINK critically
DECIDE for yourself
The Logos design relies on color coding relatable to the industry and to the consumer's previous relationship with cartons of milk. Each color represents a different kind of milk that is currently on the market and purchased by consumers. The use of two logos conveys a visual statement. The first, with a healthy recognizable cow and the second with a skull of the same cow. This implies the message of both the positive and the negative side of milk consumption.
