This carton of milk was designed as part of a rebranding project for Whole Foods’ store brand, Whole Foods 365. This simple design was chosen as a way to highlight the natural source of the food product itself. 

The word “milk” is broken into each of the four letters and placed around each side of the carton. When on the shelves, each carton would be flipped, displaying a different letter, ultimatley spelling “milk” with four different cartons. This keeps the customers engaged with the whole carton as opposed to just one side.

Along with this carton of milk, there was also a carton of eggs, and a jar of honey, designed in a similar fashion.