A friend was marveling at the ingenious design of the milk carton — something I admittedly had never considered. But when you look at it, it does have elegant functionality — it closes and opens without any additional equipment and allows the consumer to drink directly from the carton.
We have seen milk cartons most of our lives and so the packaging goes unnoticed — and we never consider the person behind the design who developed a widespread and economical way to have individual servings on-the-go, long before the proliferation of plastics.
I’ve said it before and will remind you again — creativity is not lofty. Pay attention to the everyday creative achievements that are right under your nose (in this case, literally!)
Thanks, Curt!
