Dmitry Patsukevich exercises the talent of turning generic food and beverage containers into sculptural objects. As a great example of one of such projects, Drink Milk! packaging has been rendered with ear-like appendages that mimic the iconic horns of Viking helmets.
Derived from the legendary Scandinavian seafaring pirates, this imagery evokes power and strength. It's precisely these qualities that people desire, and the consumption of protein and calcium offer the means to foster such robustness in the body.
Interestingly, this macho look to Drink Milk! packaging has been made softer and more approachable thanks to cute branding techniques. The bony spouts have rounded points and the logo features a scruffy milk mustache and the name of the beverage in a loose handwritten typeface.