Packaging of Milram under attack
In a bid to represent community and enjoyment, dairy brand Milram has released a new yogurt packaging featuring colorful illustrations that showcase people of diverse origins. The vibrant design, intended to reflect societal diversity, has, however, ignited a heated online debate.
The packaging, described as "consciously unpolitical," was created by Hamburg-based illustrator Danii Pollehn and co-designer Josephine Rais. Both artists were taken aback by the reactions, with Pollehn finding the spread of hate and hate speech on the internet disheartening. Rais, on the other hand, has reported receiving numerous insulting messages and is currently examining legal steps against criminal content.
The controversy seems to stem from comments made by right-wing activists and AfD-affiliated voices who attribute a political message to the packaging. Critics have labelled it as "wokeness" and "left-green ideology." However, Milram and the involved artists maintain that the design carries no additional political message, but simply intends to reflect societal diversity.
The German Milk Consortium (DMK), Milram's parent company, has explicitly rejected any political intent in the new yogurt packaging. They aim to pursue criminal expressions consistently, a stance that artist Moritz Adam-Schmitt echoed on Instagram, expressing confusion over the strange things happening in response to the controversy.
Brands and designers must consider how to deal with such reactions, with Milram and the involved artists choosing to show attitude in a respectful, calm manner. Despite receiving hate mail in response to the packaging, the company remains committed to its initial intention of representing community and enjoyment through its products.
The Milram case serves as a reminder that seemingly simple design decisions can trigger societal reactions. Packaging, as a communicative space, carries brand values and serves as a projection surface for societal debates. As such, it is crucial for brands to tread carefully and consider the potential implications of their designs.
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