Design: Valeriy Sleba
Project Type: Student Project
School: HSE Art and Design School
Tutor: Leonid Slavin
Packaging Contents: Milk
Packaging Substrate / Materials: Aluminium can
Printing Process: Digital printing on metal
This project is a concept of a milkshake in an aluminium can. The project is called “Suprematic Milk”, and it highly influenced and inspired by worldwide known suprematic Russian artist Kazimir Malevich. There is no doubt, that everybody knows his famous picture “Black Square”. Nevertheless, there actually was a whole triptych, including perfect circle and a cross, in addition to a square. The important detail, uniting these pictures together, is that all geometric figures were painted black on a white canvas. If we look at the triptych as a whole, we could see that figures combine into one simple pattern of black figures on white background. The pattern may remind the spots on a cow skin (that is why the angles of figures are rounded a bit, in comparison to original), and that is the whole graphic metaphor of the project.
The brand line consists of two SKU’s, which differ by the percentage of the fat: 4% and 7%, respectively. Also, if we talk about technological issues and trends, this concept is quite nature-friendly, because aluminium is fully-recycled material, and the production does not include any plastic. Furthemore, the digital printing is cheap in mass production, and includes only two colors: black and white.
Personally, I think, that the major unique thing of this project is that it unites higher avant-garde art with a milkshake, which seems to look quite a down-to-earth product, in comparison to art. I do not want to seem arrogant, but I truly believe, that someday the industry will have more projects with metaphorical references to art, especially in branding, which is aimed at a mass customer, just because art is awesome.