So imagine you’re an industrial designer of milk cartons in Japan.
You design a carton with a weird shape which is 100% full on packaging. The carton intentionally deforms when the user breaks the vacuum seal.
Some users report this as a production quality issue. So what do you do? Roll back to the previous standard carton design?
No, you write a brief and simplified explanation on how air is the enemy of milk taste and the carton deforms because the vacuum that you were extremely intentional about putting in has been broken.
And you put it on every box.
“The bulging [of the package] is the proof that the aroma and essence [of the milk] was [adequately] sealed.” (My freehand translation.)
I also love the brand strategy meeting for this product.
“What’s competitive positioning?”
“We’re competing on taste.”
“But milk is a commodity. Do you mean on perceptions of taste?”
“No we are going to science the }^{*} out of this. I do not accept milk has stopped improving.”
(It’s おいしい牛乳 brand, literally “Tasty Milk”, and while I have done no rigorous double blind study it is definitely the milk of choice in my household.)
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