Define: Design the new range of Albert Heijn long life milk private label.

Design: Exploring different routes to express convenience, quality and naturalness.

The 1st route is looking at embellishing the word Melk to make it fluid and splashy. A playful and bold result, standing out from conventional milk packaging.

The 2sd route is showing a lifestyle set up: cosy at home.

The 3rd route is a Dutch "milk" landscape, expressing naturalness.

The 4th route is a close up of a typical transparent milk jug that you can often see on Dutch lunch table. This route is self-explanatory and connects the consummer to the moment of utilisation.

This design was chosen. It is now on Albert Heijn shelves. It clearly stands out and creates a great family effect.

Created at Millford, NETHERLANDS