The NL Packaging Awards jury nominated our packaging design for Mijn Melk (translation My Milk) for the final round of this young packaging design competition in the category fresh food. The jury will announce the winners at the official award ceremony on May 16th at NBC in Nieuwegein. Many thanks to all project team members that contributed!
‘Mijn Melk’ (translated My Milk) is personalized milk, unique in taste and composition, being supplied directly from the farmer to the supermarket without any intermediate steps. Milking robots in the stables recognize the animals and send their milk over to the Lely Orbiter; a mini dairy factory on the farm. Here the milk from cow families Aukje, Kitty, Cootje, Moevken is pasteurized, bottled and labeled separately. The consumer can choose his/her favorite daily fresh milk at the supermarket. ‘Mijn Melk’ brings a radical change in the logistic chain; a delivery of milk directly from a farmer to 500 affiliates of the largest Dutch supermarket Albert Heijn.
In close collaboration with Lely and other experts, our team developed the format, the design, the proposition, the name and branding of this premium product’s packaging that embodies this extraordinary story. The bottle’s iconic design refers to the good old glass milk bottles, definitely a premium quality product in the perception of consumers. The aluminum cap contributes to a truly ‘premium’ feel and craftsmanship. Our designers chose a transparent, recycled PET bottle, which is easy to recycle and causing minimum harm to our environment. Long-term collaborator Danny Klein helped us with the right graphic touch; a floating neck label that proudly mentions the names of the selected cow families, even showing their portraits. A seal closing the bottle’s cap mentions the date of filling and expiration date. There’s even a reference on the label to the site where you can actually follow the milking of the cows. It brings consumers closer to the farmers, to the origin of a pure, honest and truly fresh dairy product.
It’s the fourth time that this Dutch packaging award competition takes place, awarding packaging solutions in 12 different categories. On May 16th, the jury will announce the winners in each category during the gala awards dinner at NBC in Nieuwegein. Let’s keep our fingers crossed!
