Frequently asked questions & answers.

What exactly does MILK. do?

MILK. is a specialized agency for food branding & packaging design.

We combine strategy, creation and technical expertise under one roof. Our aim is to make brands visible, turn products into eye-catchers on the shelf and appeal to consumers on an emotional level.

From the initial idea to brand core development, naming, claim and packaging design through to the final pre-press stage, we take care of every step. We also help you to design more sustainable packaging and quickly test market-ready prototypes with the help of 3D and AI visualizations.

Which industries do you work for?

Our focus is on companies in the food & beverage sector.

From start-ups to medium-sized brands and established manufacturers.

We have experience with new product launches, relaunches and innovative packaging solutions.

To what extent do you offer your services?

You can commission us for partial areas, for example if you only need a new packaging design or want to roll out your existing CI to other product lines.

We are just as happy to manage complete brand developments – from strategy and positioning to naming, design system and packaging through to digital launch materials.

We also offer workshops to work with you to sharpen your brand direction, sustainability consultations to optimize material use and recyclability, and digital prototyping services to help you make informed decisions faster.

How does a typical project run?

A typical project workflow follows a clearly structured process.
From the initial analysis to the successful market launch:

1. initial meeting & briefing
2. Strategic analysis (brand, competition, target group)
3. Concept phase / idea generation
4. Design development & iterations
5. Prototypes & visualization
6. Final artwork / production support
7. Launch support & evaluation

How long does a project take?

The duration of the project depends on the individual scope.

Smaller packaging orders can be implemented in just a few weeks, while complex complete solutions require several months.

We define milestones and a schedule for each project in advance.

How expensive is something like this?

The costs vary depending on the scope of services and complexity of the project.

After the briefing and definition of the project scope, we prepare an individual offer. Transparency and budget clarity are important to us.

Do you only work in Germany?

No – we work with customers throughout the DACH region and internationally.

Our team is based in Frankfurt, Hamburg, Munich/Bolzano and Zurich. We are experienced in remote project management and can easily carry out coordination digitally.

Do you offer sustainable packaging solutions?

Yes, sustainability is a central component of our offering.

We advise on recyclable materials, CO₂ reduction, packaging reduction and new technologies such as monomaterials or compostable solutions.

In this way, we can work with you to reduce the ecological footprint of your products and create a strong brand experience at the same time.

Do I have to have a finished idea or a finished product?

That is not necessary. We provide support from product conception to design and positioning

Many of our clients come to us when they have a product concept but don’t yet know what it should look like, what it should be called or how it should be positioned. We help to hone the idea, develop a relevant story and create a design that works in the market.

How much involvement is required on the customer side?

Our projects are designed to be collaborative.

We need your feedback in the important phases so that we can work in a targeted manner. The clearer the decision-making processes and the faster the feedback, the more efficiently and cost-effectively we can implement the project.

What file formats and specifications do you deliver in the end?

You will receive all final data in printable form (AI, EPS, PDF/X, TIFF).

In addition, we can create a style guide that documents colors, typography, imagery and layout principles so that future projects can be implemented consistently.

Do you also support the production / print coordination?

Yes, we support production processes, check proofs, provide technical advice and coordinate colors and materials with print shops or packaging partners.

Can I have you take over an ongoing project?

This is often possible – as long as the previous work is documented and can be flexibly integrated.

We check individually which steps can be adopted and where we should start from scratch.

How does the briefing go?

We receive a written briefing from you with information on the brand, target group, budget, competitors and design preferences.

We are also happy to receive mood boards, sample packaging, existing corporate design, etc.

What sets you apart from other agencies?

Our USP is the combination of Food expertise, design know-how and technical implementation strength.

While many agencies work across all sectors, we have deliberately specialized in the food and packaging world. This allows us to deliver not just beautiful designs, but designs that sell – optimized for the POS, for regulatory requirements and for sustainable future solutions.

With us you get:

• Industry knowledge: immediate added value, no lengthy familiarization required
• Shelf impact analyses: so that your product stands out on the shelf
• Innovative tools: 3D renderings & AI-supported tests to obtain early feedback
• Sustainability expertise: so that your brand is future-proof
• A team that loves food: we think like consumers, producers and designers at the same time

Why is your positioning as a food & packaging specialist so unique?

Our uniqueness lies in our 100% specialization in food & packaging.

We understand the psychological triggers when shopping for food and know what role haptics, material and color play on the shelf.

We are also familiar with legal requirements such as LMIV or nutritional labeling and ensure that packaging is not only appealing but also legally compliant.

We translate trends such as plant-based, clean label or convenience into strong-selling designs.
This consistent focus makes us strategic partners who differentiate brands and create a real competitive advantage.

Why change is important – and why with us?

We believe that brands today have to do more than just look good.

Change is not optional – it is the only constant. Markets are changing, consumers are becoming more aware, packaging must become more sustainable, communication faster and more digital.

As a partner of change, we help our customers not only to master these challenges, but to use them as opportunities.

Living sustainability: We develop solutions that conserve resources and take responsibility – not just for the shelf, but for the planet.
Promoting innovation: With 3D and AI tools, prototyping and agile processes, we accelerate the path from idea to market.
Building bold brands: We create designs that show attitude, arouse emotions and stand out from the competition.
Shaping the future: We don’t just think about the launch, but about the entire life cycle of the brand.

For us, change is not the problem – it’s the driver. With MILK., change becomes a strategic advantage.

Why do you speak of a “partner of change”?

Because change is the new normal.

Consumers are paying more attention to sustainability, brands have to constantly reinvent themselves, and innovation determines success or failure.

With MILK. you have a partner who:

• Anticipating changes instead of running after them
• Sustainable solutions developed to ensure future viability
• Combining creativity and strategy to not only keep up, but to set trends
• Encourages you to break new ground

This turns change from a challenge into an opportunity that makes you stronger, more relevant and fit for the future.

What are the basic functions of packaging?

Packaging not only has an aesthetic role, but above all a functional one. The five core functions are:

1. protective function – safety and durability

The packaging protects the product from external influences such as light, moisture, oxygen or pressure – and thus protects it from spoilage or damage.

Examples:

• Vacuum packaging for coffee prevents loss of aroma.
• MAP packaging (Modified Atmosphere Packaging) for fresh meat extends the shelf life.
• Glass bottles for juices or dairy products protect against contamination and ensure product safety.

Why this is important: Without a protective function, a large proportion of food would spoil before it even reaches the consumer.

2. information function – transparency and orientation

Packaging is an information medium: it provides information about the contents, ingredients, best-before date, origin and preparation.

Examples:

• Nutritional tables on muesli packaging showing the calorie and sugar content.
• Allergen information (e.g. “May contain traces of nuts”) on baked goods.
• QR codes that lead to further information – e.g. origin story or recipe ideas.

Why this is important: Consumers want to know what they are buying. Transparency builds trust – a key criterion for food and beverages in particular.

3. communication function – brand & emotion

Packaging is the most important touchpoint between brand and consumer: it must create recognition and trigger emotional buying impulses.

Examples:

• The iconic Coca-Cola bottle as a brand ambassador.
• Minimalist organic brands that communicate naturalness and sustainability.
• Premium champagne in elaborately designed gift boxes that signal value.

Why this is important: 70% of purchasing decisions are made directly at the shelf. Packaging therefore plays a key role in determining success or failure.

4. handling function – comfort and user-friendliness

Good packaging is easy to transport, easy to open and, if necessary, resealable. It supports the consumer in everyday situations.

Examples:

• Stand-up pouch with zipper for muesli or nuts.
• Resealable cheese packs or yogurt with a spoon in the lid.
• Portioned bar packs that are easy to divide.

Why this is important: Convenience is a decisive competitive advantage. If packaging is cumbersome, it can become a barrier to purchase.

5. sustainability function – responsibility and circularity

Modern packaging must be ecologically sound. This means reducing the use of materials, increasing recyclability and reducing the carbon footprint.

Examples:

• Paper-based cups with mono-material lining instead of composite materials.
• Refill pouches that produce less waste.
• Deposit systems for reusable packaging – from drinks bottles to to-go cups.

Why this is important: Consumers are increasingly paying attention to sustainability, and legislators are setting clear requirements (Plastics Regulation, EU Green Deal). Those who act proactively here are positioning their brand for the future.

Successful packaging balances these functions – it protects, informs, sells and brings the brand to life.

What is particularly important in food packaging design?

The food sector has special requirements that go beyond good design.
Here are our experiences specifically for Food & Beverage:

Do’s:

• Regulatory safety: compliance with LMIV, nutritional labeling, allergens, deposit or reusable labeling.
• Incentives to buy at the POS: Food is emotional – images, colors and language must whet the appetite and trigger emotions.
• Packaging as a storyteller: origin, ingredients, preparation – all this can be told on the packaging to create trust.
• Hygiene & product protection: The packaging must guarantee freshness and safety.
• Handling & convenience: Easy opening, resealing and portioning are crucial for customer satisfaction.

Don’ts:

• Avoid “deceptive packaging”: Too much air or hidden filling quantities lead to a loss of trust.
• Greenwashing: Simply claiming sustainability without delivering on it is risky – consumers are critical.
• Cultural traps: Colors, symbols or claims can have different meanings in different markets.

Our learning:
Food packaging is the most important advertising medium at the point of sale. It must convey trust, appetite and brand message within seconds.

In future, we will also present our case studies here – so that you can see how we translate theory into successful practice.

What are the five central theses for successful food packaging design?

In our projects, we experience time and time again that successful packaging manages areas of tension, rather than choosing extremes.

Our five theses:

• Function × Emotion: Packaging must not only function rationally (protection, information), but also have an emotional impact and trigger buying impulses.
• Clarity × complexity: Good design is simple and clear, but not banal – it conveys added value and tells stories.
• Return on investment × ethics × aesthetics: packaging should be economically successful, ethically justifiable and visually appealing at the same time.
• Brand × Product × Packaging: Brand, product and packaging must be thought of together – not as isolated silos.
• Today × the day after tomorrow: Packaging must work today, but also be relevant tomorrow. Trends and innovations should be taken into account at an early stage.

These theses are the framework we use to manage projects – and they help our clients to set the right priorities.

How does the perception of packaging in the supermarket work?

Packaging goes through three phases in the shopper’s mind – often in just a few seconds:

• Attention: Does the product stand out at all? Shape, color, contrast and placement are decisive.
• Categorization: Does the shopper immediately understand which category the product belongs in (e.g. premium organic juice vs. discount soda)?
• Differentiation: Only now is it about the emotional decision – why exactly this brand and not the one next to it?

This sequence is central to us: We design packaging so that it is first seen, then understood and finally chosen.

This makes it clear that we think packaging strategically – not just aesthetically.

What is Milkshake Magazine – and why is it worth a look?

Our Milkshake Magazine is our own platform for inspiration, knowledge and insights into food, packaging and brand development.

It’s much more than a blog – it’s our mouthpiece for the industry:

• Exclusive Trends & Insights: We share observations from the market, analyze new product categories and packaging strategies.
• Deep Dives: Detailed articles on sustainability, material innovations, design trends and consumer behavior.
• Case studies & best practices: Insights into exciting projects that show how successful brands position their products.
• Food Culture & Lifestyle: We also look at cultural, social and culinary trends that influence the market.

This makes Milkshake Magazine a source of inspiration for anyone who wants to think strategically about food & packaging – ideal for marketeers, product developers and decision-makers who are looking for new ideas or planning their next innovative step.

What is the MILK. Trendradar – and why is it important?

Our trend radar is our look into the future of the food and packaging world.

We continuously monitor markets, consumer behavior, technologies and design trends and summarize these findings in our trend radar.

That means for you:

• Early warning system for developments: We identify relevant trends before they become mainstream.
• Strategic advantage: You can adapt products, packaging and communication in good time and set yourself apart from the competition.
• 360° perspective: We not only look at design trends, but also at sustainability, material innovations, legal changes and social trends.
• Concrete inspiration: The trend radar not only provides theory, but also practical ideas for your next project.

This makes the trend radar a strategic tool that helps you not only to react to change, but also to actively shape it.

Which six food trends are influencing packaging?

Packaging must not only look good, but also respond to changing eating and buying habits.
We see these six food routes as particularly relevant:

• Plant-Based Everything: Vegan and plant-based nutrition is becoming the norm – packaging must offer clarity and transparency.
• Convenience 3.0: Meal kits, ready-to-eat, snacking – packaging must support fast preparation and mobility.
• Functional Food & Mood: Products that promise energy, focus or relaxation – packaging must stage this effect.
• Individualization: personalized portions, flexible sizes, customization at the POS.
• Zero waste & upcycling: packaging must show that it is part of the solution – from refill systems to compostability.
• Experience & storytelling: Food is staged – packaging is a stage and story medium, not just a shell.

These trends provide impetus for innovation – and flow into our brand and design work.

Which six trends will shape the future of packaging design?

Our analysis shows six key packaging trends that will determine the coming years:

• Healthy Hedonism: pleasure meets health – packaging communicates wellness, balance and “Better for You”.
• Gen-Z Design: Bold, poster-strong, digital visual language for a young, discerning target group.
• Papermold packaging: Paper-based, dimensionally stable alternatives replace plastic and also have a high-quality appearance.
• Circular packaging: materials that remain in the cycle and can be fully recycled.
• Digital Twin & Smart Packaging: QR codes, NFC, AR – packaging as an interface to the digital brand experience.
• Minimal impact packaging: Reduction of material, weight and transport volume to the bare minimum.

We not only understand these trends in theory, but also implement them in concrete projects – e.g. in our Future Product concepts.

What is behind the “Materials” section in the Inside area?

The “Materials” division is our knowledge hub for innovative and sustainable packaging solutions.

It builds on our trend radar and goes into depth: we present new materials and technologies – from monomaterials to bio-based plastics and recycled substrates.

We evaluate durability, recyclability, CO₂ footprint and cost structure.
We also demonstrate best practices and examine the future viability of solutions.

Customers benefit from bundled know-how, save time when researching and can make well-founded decisions more quickly.