Russian design student challenges “monotonous” milk cartons with space-themed packs

09 Mar 2021 --- “Plant milk is a product of the future” is the motto of design student Irina Tsaruk’s graduation project Astronut.

The graduate from the Institute of Business and Design, Moscow, Russia, was inspired by outer space to attract shoppers with “something new and unusual on-shelf.” 

“Consumers are waiting for interesting designs of everyday things, with which they interact regularly. We need not be afraid to create an unconventional design,” Tsaruk tells PackagingInsights.

The coconut and almond milk carton concept is particularly attention-grabbing in the plant-based scene, which she anticipates will “certainly become much more popular” in the future. 

Why astronauts?
The intergalactic theme aims to personify human achievements, the attraction of ideas and aspirations, Tsaruk notes.

Tsaruk received 4 out of 5 possible points for her Astronut graduation thesis.“Everyone knows the phrase ‘When I grow up, I want to be an astronaut.’ We want to be fit, energetic, creative – well, just like astronauts – people of the future with excellent health and intelligence,” she says.

The design swaps out traditional whites and light colors associated with milk for a black and bright neon-colored palette. It also employs “futuristic” fonts and color schemes to challenge “monotonous” standard milk cartons.

Disruptive designs 
Tsaruk says her approach was unconventional not just because of the visual design. “Not all my tutors supported me, perhaps because I tried to do the project on my own, and did not always follow their advice.” 

“This project taught me that you need to be ready to put a lot of effort into getting things moving. Before choosing the design of this project, I had about 100 concepts.”

She adds it is unlikely a plant-based milk brand would risk using a non-standard concept at the moment, but that customers are more likely to become interested over time. “Of course, I would very much like my project to be implemented in the real world,” she muses.

Having scored 4 out of 5 possible points for her graduation project, Tsaruk is now taking design orders through freelance websites and continuing her education with online courses.

By Anni Schleicher