As a food branding and packaging design agency with a passion for all things delectable, MILK. brings brands to life through each of the senses. Eleonore Eisath, Innovation Lab Lead and Business Development Manager, tells us more.
FOR THE LOVE OF FOOD
Developing pioneering designs that harmonise functionality, aesthetics, and sustainability, MILK. is more than just a design agency – it’s a driving force for sustainable and future-oriented brand management.
With an aim to create packaging that not only looks good but also offers real added value for brands, consumers, and the environment, the company is the ideal partner for those seeking innovative and sustainable packaging solutions.
Based in Frankfurt, Germany, MILK. offers comprehensive brand and packaging development services, from selecting the optimal materials to creating a standout shelf presence at the point of sale.
“Our core clients are in the food and beverage industry across all German-speaking countries in Europe, ranging from small start-ups to major brands like Nestlé and Ferrero,” introduces Eleonore Eisath, Innovation Lab Lead and Business Development Manager.
Currently, Eisath finds it an exciting time in the packaging industry, with significant changes on the horizon.
Specifically, the EU market is set to undergo a major transformation driven by new regulations, the most notable of which is the upcoming Packaging and Packaging Waste Regulation (PPWR), alongside lesser-known initiatives such as the Green Claims Directive.
“Together, these regulations will substantially impact how companies design and communicate their packaging,” she details.
As the company specialises in developing sustainable packaging and helping clients navigate these new requirements, this moment presents a unique opportunity for it – and the industry at large.
MILK. differentiates itself from the competition in various ways, most predominantly through its unparalleled passion and innovation.
“With our in-house Innovation Lab, we think beyond the conventional – and beyond the present,” prides Eisath.
The company scouts for new materials, compiles them into its open-source glossary, and collaborates with machine manufacturers to test scalability. Additionally, its Trend Radar offers a clear view of food and packaging trends – today, tomorrow, and in the future – whilst serving as a strategic tool in the company’s Innovation Workshops.
“Whilst most packaging design agencies focus primarily on aesthetics, we go further. We guide our clients through the entire journey and encourage them to be bold,” she establishes.
“With our in-house Innovation Lab, we think beyond the conventional – and beyond the present”
Eleonore Eisath, Innovation Lab Lead and Business Development Manager, MILK.
MORE THAN JUST PACKAGING
Although the world may be changing rapidly, the packaging industry tends to move at a slower pace.
This means that introducing innovative designs into existing fast-moving consumer goods (FMCG) infrastructure entails altering highly optimised and standardised processes, sometimes in production lines that operate around the clock. Hence, many players in the food and beverage industry struggle with new regulations and often respond with hesitation.
“Our mission as partners in change is to make this transition easier by developing innovative yet pragmatic solutions, because the best idea is worthless if it can’t be implemented,” insights Eisath.
Beyond the push for sustainability, another major shift is the move towards digitalised packaging, particularly through the Digital Product Passport (DPP).
This initiative will require all EU products to have a digital twin of their physical counterpart, which means that packaging design must now be approached in a more integrated, cross-functional way.
“To make this vision a reality, we’ve partnered with a start-up called info.link, which focuses on the tech infrastructure whilst we ensure the visual and structural adaptation of the packaging artwork is on point,” expands Eisath.
In addition to MILK.’s design expertise, it is using artificial intelligence (AI)-powered tools to predict packaging performance on the shelf.
“Digitalisation is unstoppable, but we see it as a powerful tool to elevate and enrich a product that, at its core, remains an analogue touchpoint.”
A great example of how a well-established, traditional brand can successfully launch an innovative new product is Reoat – a meal-replacement drink designed by MILK. and one of Germany’s leading oat brands.
The brand has not only entered a new product category but also tapped into a growing, health-conscious target group, clearly demonstrating how smart product and communication design can breathe fresh life into a legacy brand whilst telling a compelling story.
Elsewhere, MILK. is currently working on a comprehensive, full-picture project with a German tea brand.
After defining a clear packaging strategy and technical guidelines, the company is now developing a communication campaign that will share this journey with the consumer.
“True to our belief in authenticity, the campaign will be transparent and honest, highlighting challenges the brand faces and how they plan to tackle them, rather than relying on polished claims and empty promises,” expands Eisath.
DESIGNING AN AESTHETIC FUTURE
As MILK. continues to look at a creative future in the packaging industry, it aims to take a leading role by creating holistic product experiences that engage all the senses.
“We see food, packaging, and branding as one experience which cannot be developed in silos,” imparts Eisath.
MILK.’s Innovation Workshops address all three areas and work to craft a compelling story rather than just another consumer product.
Specifically, the senses play a crucial role in consumer decision-making, no matter how digital the world becomes. Food products and their packaging must look, feel, and smell engaging, otherwise they won’t be chosen.
“We’re constantly exploring new ways to excite the senses – for example, by replacing traditional labels with textures that reflect the characteristics of the food inside,” explains Eisath.
In parallel, MILK. prides itself on its ability to transform clients’ future scenarios into a personalised brand radar whilst producing innovative products and packaging solutions aligned with their vision.
The company’s Trend Radar is a dynamic pool of developments across four key categories – food, packaging, production, and kitchen. It spans today, tomorrow, and the future, offering a broad yet focused perspective on the evolving food industry.
“By tailoring the Trend Radar to a client’s specific needs, we can strategically fill their innovation pipeline,” informs Eisath.
“We identify and prioritise relevant trends, align them with the brand’s identity and target group, and combine them in unexpected ways to create customised trend scenarios, which serve as a strategic framework.”
By thinking across three time horizons, MILK. covers the full spectrum of innovation, from quick-win solutions implementable within the next two years to speculative product visions looking ahead to 2040.
To implement this vision and endless creativity further, MILK.’s goal is to establish more partnerships across Europe and be a significant driver of the transformation the entire industry faces.
“We ultimately want to expand the work of the Innovation Lab and convince even more conservative clients that sustainability and innovation are key to being successful in the food business,” Eisath confidently concludes.
