Packaging

I am going to think about the packaging in depth, on the whole Longlife UHT type milk brands are packaged in rectangular tetrapaks. These are the typical packaging for treated drinks such as milk, juice and wine.  I think part of the negative stigma around the UHT style milk is the cheap packaging that doesn't  make it look expensive. I think to reposition this kind of product as a premium brand i need to consider making the product look expensive, both in the logo and packaging. I have looked at options for UHT milk, including the standard glass bottle, Tetra pak cartons, plastic bottles and portions.

The Tetra Pak -

- Advantages
- easy to keep fresh and sterilised, which is why it is so commonly used
easy to store and pack, as they can be stacked
- can be labelled and designed brightly, so the whole package can be eye catching
- not expesnive

disadvantages
- stigma around the packaging - thought to be cheap looking


Classic glass bottle

These are not commonly used for milk bought from supermarkets, but for home delivered milk, they are then picked up by the milkman and re used, making them completely recyclable.

Advantages
- recyclable
- Kitsch and homely looking - people quite like the iconic look of them
- can be sterilised easily

disadvantages
 - expensive material
- could not collect the bottles back like milkmen do
- difficult to carry around with you- the idea of the product is its flexibility to be taken anywhere, a glass container is not travel friendly.


The modern plastic milk bottle

Advantages
- cheap packaging, but doesnt look as cheap as the carton
- recognised as modern milk, mostly used for fresh milk, so could relate the product to well known fresh milk brands
- more travel friendly than glass

disadvantages
- perhaps looks too much like fresh milk? could be misleading


Choice


- I am thinking of a classic milk bottle shaped bottle, but made of plastic, it would still be widely recyclable but less expensive to make, would travel better than if made of glass, and this is the most important thing that it could travel. I think it would lose some of the stigma of a UHT product if it were packaged in a traditional looking bottle, that would look classier and traditional, and may encourage people more to consider the product if it were packaged to look less cheap.