Part of the rebranding goal for “Milk culture” has been to expand the audience of the brand through visual renewal. The design of this packaging had to be appealing and attractive, conveying the notions of “brightness” and “energy”. The objective of associating the products with “naturalness” has been implemented by the use of a wooden-like texture paired with saturated, vivid colours. Conceived as multilayered metaphor, the design leaves ample freedom for interpretation. The pattern of the texture can thus resemble natural landscapes, rural houses or a coloured wooden surface.