week 14, post 3, the carton

The legacy of the Swedish milk carton was unbeknownst to me until I visited the National Museum in Stockholm where I learned that the carton was much more than just way to deliver dairy to the people of Sweden. I was aware that this was much different from the plastic gallon with a handle commonly seen in the States, but I thought this was just a European trend and a way of being environmentally friendly. It turns out that the carton was designed by a Swedish company called Tetra Pak. Tetra Pak's website provides history about the company, with its first bit of information being about the company's foundation, stating that in 1943, 'Development begins on creating a package for milk that requires a minimum of material whilst providing maximum hygiene.' The principles ring a bell with the rest with past studies I have done with advertising and Sweden, particularly around the time of the Stockholm exhibition of 1930. The Stockholm Exhibition introduced design in a clever way to Swedes and international visitors through model living arrangements. The ideals of the exhibition were simplicity, functionality, and minimalism. Despite occurring a decade later, this carton holds up to those ideals of the exhibition and interestingly enough is still in stores today. Although I found opening it confusing and struggled many times with the functionality of the carton, it is a smart solution to the challenging problem of keeping unpasteurized milk  shippable to the people of Sweden. The milk is not able to be closed again after opening, and there is no way to carry it home without a bag, but the rest of its elements prove to be successful enough to keep the design as it is. The fact that it is Sweden's own design may have consumers less likely to complain about it or suggest changes. The company's great success as an international provider of packaging is most likely something most Swede's are proud to know when they purchase the materials.