Innovative solutions for tomorrow and the day after tomorrow.

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

It builds on our MILK. Trend Radar and goes into greater 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.

We always consider sustainability in an overall context – from the origin of raw materials and recyclability to transportation efficiency and brand impact.

A material must be ecologically sound and conform to the brand. That’s why we use material scoring models to balance innovation and brand identity.

The most important trends are monomaterials, paper and fiber composites, recyclable barrier layers, CO₂-neutral materials and intelligent packaging with digital functions.

The aim is to close material cycles – with maximum brand impact at the POS.

We believe that real innovation comes from collaboration. That’s why we work with material manufacturers, research institutes and start-ups to quickly translate new ideas into marketable concepts. This is how we combine creativity with technological progress – for packaging that is ahead of its time.

Our internal trend and innovation radar continuously analyzes markets, materials and consumer behavior. This database enables us to recognize relevant developments at an early stage – and translate them into concrete design and brand strategies. In this way, packaging remains proactive rather than reactive.

At MILK., we use 3D and AI visualizations to realistically test packaging ideas at an early stage – much faster, cheaper and more flexible than with classic physical prototypes.

Quick visual inspection
3D packaging tools allow designs to be virtually displayed in a short space of time – including shape, color, material and light. This allows us to immediately see how the packaging will look even before a print template is created.

More variants, shorter iterations
Thanks to 3D and AI, many design variants can be created with minimal effort – change colors, materials or layouts, adapt typography and compare variants. This allows us to quickly validate which solution works best on the shelf or in the online store.

Realistic presentation for stakeholders
Photorealistic renderings enable a convincing presentation to the team, trade partners or investors – a tangible feeling for the future product is created at an early stage.

Faster from idea to decision
As 3D/AI mockups do not incur any production or logistics costs, we save time and budget. Errors that would otherwise only become visible after prototyping or printing can be identified and avoided at an early stage.

This significantly shortens the design and decision-making process and the packaging is ready for the market more quickly.

Both sales-oriented and consumer-related KPIs are used to evaluate packaging performance:

Sales-oriented KPIs

• Sales per SKU / SKU performance: measures how packaging influences sales.

• Sell-through rate: how quickly products rotate on the shelf.

• Share of Shelf: Visibility compared to the competition.

Consumer-related KPIs

• Attention & recall: how well packaging is noticed and recognized on the shelf.

• Comprehensibility of information: Clarity of claims, ingredients and benefit messages.

• Purchase impulse & preference: how packaging supports purchase decisions and influences preferences.

Other relevant KPIs

• Return on design / marketing: economic contribution of packaging to brand value.

• Key sustainability figures: Material efficiency, recycling rate, carbon footprint.

These KPIs can be used to measure whether packaging is both strong-selling, consumer-effective, future-proof and sustainable.

To test the shelf impact of packaging before launch, brands rely on digital and physical testing methods:

Virtual shelf tests

• Packaging is simulated in 3D environments to test visibility, color impact, claim placement and brand perception.

• Different design variants can be compared quickly without producing physical prototypes.

Eye tracking and attention tests

• Digital tests measure how consumers perceive the packaging, which elements attract attention and which information is quickly grasped.

Planogram and layout simulations

• The effect in the context of shelf rows and competitor products can be analyzed. This shows which positions or facings increase the likelihood of purchase.

Physical miniature or mockup tests

• Smaller prototypes or samples can be evaluated by consumers in test environments to test buying impulses and handling.

These methods make it possible to make data-based decisions, optimize design variants and make the packaging ready for the market even before production starts.