D-day

red dot
red dot award: design concept 2008

design:

Lee Euiju, Lee Kio and Kim Joonhyoung

D-day is a milk package upon which the large- format expiry date display gets increasingly darker as the day approaches.

Freshness is the most important factor when it comes to the purchase of fresh milk. However, conventional milk packages display the milk’s expiry date in relatively small print. D-day communicates with the consumer by providing a large visible display of the expiry date. As the expiry date approaches, the ink gets increasingly darker, which increases its legibility. The pure white packaging accentuates the freshness of the milk.