How do you take a recognizable symbol and use it for something entirely different? That’s exactly what Public Group did with their milk concept that utilizes clothing sizes small, medium, and large. We spoke with Public Group about taking this idea and translating into a different market, creating a tactile experience, bringing a symbol to life, and more.
Public Group: The project was created for the International Forum “Dairy Belarus.” We wanted to invent an easy and understandable way to divide milk by fat level because this factor plays an important role for consumers. Usually designers use colors to show a difference in fat level, but we aimed to create something clear and obvious at a glance.
We were looking for a recognizable metaphor and thinking of what else is distinguished by size. Logically, human clothes came to mind. If you think about it, fat level is also kind of a “size” for milk.
