German cheese brand Milram has launched an eye-catching Design Edition that's transforming the dairy aisle with vibrant illustrations celebrating diversity, community, and modern life. The limited-edition packaging features artwork from three talented illustrators - Danii Pollehn, Josephine Rais, and Moritz Adam Schmitt - marking a dramatic departure from traditional cheese packaging designs.
The ten different packaging designs showcase scenes of contemporary life rendered in bright, cheerful colors. Friends gather around tables sharing meals and laughter, couples gaze lovingly at each other over breakfast spreads, and people relax on sandy beaches sharing headphones, cheese sandwiches, and wine. Other illustrations feature hearts fluttering between two people, groups sitting in circles playing board games with visible hands holding cards and dice, and various scenes of human connection and joy.
Each of the three commissioned artists brings their unique perspective to modern life and community. Danii Pollehn, who lives in Lisbon, is known for artwork that consistently explores themes of empowerment, community, and solidarity. Her work even graced the cover of PAGE magazine's March issue, which focused on "creating community." Berlin-based Josephine Rais, who has created illustrations for major brands including Apple, Adidas, and Soho House, offers her distinctive take on modern urban living through her vibrant artistic style.
Moritz Adam Schmitt from Cologne rounds out the trio with his signature collage style, through which he tells stories about contemporary issues including mutual respect, freedom, love, as well as more complex topics like greed and climate protection. All three artists share a colorful, exuberant style that captures the essence of diverse, modern everyday life in different but complementary ways.
The strategic goal behind this Design Edition extends far beyond mere visual appeal. Milram specifically aims to build bridges with younger consumers who expect more from brands today. According to the company, this demographic values emotional relevance and authenticity - values that Milram believes align with its own brand identity. This alignment led to the creation of their first Design Edition, representing a bold step into contemporary brand communication.
Originally planned as a one-time campaign, the Design Edition was scheduled to appear in refrigerated sections through October. However, the overwhelming positive response and significant consumer interest has left the door open for potential future Design Editions. The success suggests that consumers are hungry for more creative, meaningful packaging that reflects their values and lifestyle.
The impact of these designs in the retail environment cannot be understated. Traditional cheese packaging typically features predictable imagery: delicate illustrated grass stems representing cow feed, daisies, occasional images of cows themselves, arugula leaves, illustrated cheese wheels, or small radishes. These conventional designs have dominated dairy aisles for decades, creating a visual monotony that rarely reflects the diversity of modern consumers.
This Design Edition represents a significant departure from industry norms, bringing representations of modern life, young society, and colorful, diverse, joyful togetherness into spaces where such imagery has been notably absent. The packaging doesn't just stand out visually - it makes a statement about inclusion, community, and the celebration of different ways of living and connecting with others.
The success of Milram's Design Edition suggests a broader shift in consumer expectations and brand communication strategies. By featuring illustrations that authentically represent contemporary life and values, the brand has created packaging that functions as both product protection and cultural commentary, enriching the shopping experience while celebrating the diversity and sense of community that define modern society.
