In China, parents fret over their children’s height. How tall kids grow is a status symbol and indicator of success. While some Chinese parents will go so far as to put their little ones on hormone therapy to give the youngsters a boost, less drastic and risky approaches involve nutrition, like pouring them glasses of organic milk from Western brands.

Danish dairy company Them 1888 recently worked with the design agency Simply to leverage the perceived quality of European brands in China and the possible correlation between milk consumption and height.