Classy Kiss Fresh Milk

The new packaging design for the milk of the Chinese dairy brand Classy Kiss picks up on the brand’s iconic image: a traditionally illustrated rural scene with a mastiff dog pulling a milk cart and two women having a conversation in the foreground. At first glance, the redesigned harmonious scene again shows the two women with milk cart and dogs against the backdrop of a natural panorama of alpine meadows under the Alps. At second glance, however, the picture tilts and the head of a Holstein cow appears in the foreground. While the cow’s ears mark out the alpine horizon, its eyes form a section of the two women’s clothing. Concisely staged, the visualised brand image plays with reality and illusion. The black-and-white illustrations were inspired by the works of the artist Salvador Dali and the surrealism he co-founded, which emphasises the reality hidden in the deepest subconscious and defies rational explanations. The packaging design also uses surrealistic montage techniques to create a visual illusion and present an image that draws attention and invites one to wonder about the different levels of reality.