The next milk generation
Target Market:
Australian Family – (A parent and 1-2 children). They have a healthy living style. They do exercise, eat good foods and live happily. A green and fresh environment is important to maintain a balance and healthy lives. Thus, their choices are usually simple and convenience products but still protect the surrounding environment.
First concept:
I was greatly inspired by the Canadian Milk pouches in jug. It is convenience, recycles, and reduces material, also highly reusable of the jug. Ecological bottle by Julie Corbett is cool, however I do concern about the long-term reusable of the covered carton and also I think there is too much material used in one product.
Idea: Laminated flexible milk bag with a plastic base. The base works like jug, keep the milk pouch stable. It is a recycled material, reduce and reuse.
Disadvantage:
+ High cost in manufacture and printing the pouch, especially for family target maket, it usually require large volume. Thus, it may not work in the Australian milk market while people all consider for cheap price milk.
+ Do not fit for my Family target market. Family would choose something simple, convenience in volume and storage, balance and stable presentation.
flexible bag with plastic base attached
flexible bag with separated polypropylene based
Second Concept:
Carton, plastic bottle and flexible bag are commonly used in the milk market. Every type has its advantage and disadvantage. Overall, the plastic bottle has shown fewer disadvantages to my target market.
Sugarcane bagasse Milk carton- Gotta Moo by Narani Kannan and corn based plastic coffee cup inspire me. Gotta Moo- bagasse milk carton uses the natural renewable waste material for packaging. However, I concern about the convenience large volume of milk (eg 3,4 litres) in a carton form.
Idea: Ideal family package- corn based plastic bottle. The bottle is made of natural renewable source that not only protects human health but also the surrounding environment. Bottle is convenience in large volume, shows rigid presentation.
It is better to be done in one good 100% recycled material, rather than using 2 different types of material, one reusable and one recycled because it would make more ease and convenience for the chosen target market.
Final Concept:
Branding: Natural is about providing healthy milk. Their aim is to product milk that naturally is clean, tasty and healthy. Also, the company also cares about the naturally Green of Packaging. The materials used for packaging in the company are from natural renewable sources like corn and sugarcane. They are 100% recycle and non toxic.
Natural Milk type packaging:
_ 1,2 litres in sugarcane bagasse based carton.
_ 3,4 litres in corn based plastic bottle.
So, it gives a minimum use of non renewable source- petroleum based plastic in both carton and plastic bottle.
Different volume goes with different suitable material helps to reduce the overuse of plastic as we have seen today. Corn based plastic is a biodegradable material, however it still takes longer process than natural material sugarcane based carton.
In term of form, Bottle is more suitable and convenience for large volume than carton.
Material analysis:
Bio degradation- Corn based plastic bottle (PLA plastic)
Natural and Renewable source from Corn- estimate saving 200,000 barrels of oil a day in the US.
Use 60% less greenhouse gas than conventional existing plastic, therefore it reduce the air pollution.
It is biodegradable in less than 60 days, breaking down into harmless natural compound. User can self recycle at home under conditions however it is better to send to the council recycle bin. Today plastic bottle like PET and LDPE is not 100% recycled, if it get trapped in the landfill, it may take hundreds years for recycling.
Starting cheaper as the price for oil and fuel is getting higher.
Corn based plastic bottle is more safe and less toxic in use as compared to the currently existing plastic.
It has the same properties as normal plastic like rigidity, toughness and waterproof.
Withstand temperature: -22-> 55 degree of Celsius.
Design
•Aim: natural simplicity and don’t stay too far from the normal shape of bottle. However, it must show a gentle flow of nature and also a connection to branding. Resolve all the problems that people are having with the current design of milk bottle, showing the best natural care to user.
• Form and shape: leaf is a key design of form and shape for this bottle. The general movement of the bottle, handle and bottom handle base is set in shape of leaves. They are gently flowing into together like nature simply blending to each others.
• The bottle cap is offset more to the edge, not like currently ones are near center, thus it makes sure user ( especially female and children) can pour milk in large volume with ease without using too much strength in arm. There is company logo printed on top, it helps people to recognize the brand, as well as identifies itself to other brands in the market.
• The handle is maintained in straight form. However, it is slightly designed in a leaf shape. It is also made longer and wider, thus to make sure people can handle it easier. There should be texture on the real model, thus to prevent slippery while pouring milk.
Different blueform model gives me an idea which one is the best for bottom handle base
• The bottom handle base makes this bottle different to other bottles in the market. The base is designed for weak woman and young children. They can hold the base while pouring milk to glass. By holding this base, it gives them more strength and balance for holding and pouring heavy bottle. The base is also designed in a shape of leaf, therefore gives a connection to the whole movement of this natural bottle. There is texture around the base; same as at handle, so people can hold tighter, minimize the level of slippery.
• Logo: green circle is used with many meaning. In an emotional term, green circle is greatly appealing to the target market; it represents a healthy living life style for a family. Circle is also giving feeling of happiness, everything is well done with ease and life is balance. In term of environment, green circle simply represent the life cycle of a product. In here, green circle is about the use of bio degradable material – corn, which can be 100% recycled into non toxic compounds within a short time of 60 days.
In the circle, we see the first flow of corn field, it reminds user of the main material that we use for packaging. The next flow is milk. Natural milk flows next to the field and into the large circle of green recycled circle. Milk is natural and green for the whole process from production till packaging. Thus, green and white are the two main colours used in this logo branding. The quote: “Taste Natural , Go Nature” is like an metaphor , which helps users to understand more about the aim of the company.
Manufacture:
The model is made out of MDF wood and spayed white to represent the real milk bottle. In the real, we have plastic synthesis by applying and changing corn compound into plastic, then pulp molding into plastic bottle. The design is simple, so should not cost a lot in manufacture and makes milk price to got up the hill. The paper for labeling should be recycles sugarcane and corn based paper, so it would save environment and reduce the large amount of wood cutting down every year. Printing is also done with vegetable based inks. Therefore, the whole packaging would achieve the aim of the company as it is eco friendly to nature, sustainable and naturally appealing to the market.
