While looking in the milk aisle at the grocery store it is hard to deny that a milk brand has a hard time differentiating itself from its competitors... it is a sea of pale designs on a backdrop of white. In an effort to find a way to make this new brand stand out, as well as elevating the positioning of that milk brand to something that may be considered something other than a carrier for cereal there was an obvious solution... pure sexy contrast. The design for this carton would utilise a black backdrop and by using black as the background colour for my design I believe it not only makes the cartons stand out from the competition, it also, by way of extreme contrast, makes the logo and version colours stand out and give them instant recognition.