# Pillow-Shaped Milk Packaging This Conceptual Milk Package Presents a Soothing Bedtime Drink By Laura McQuarrie | Published 2017-06-30 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/milk-package References: [packagingoftheworld](http://www.packagingoftheworld.com/2017/06/8-oclock-milk-concept.html) & [brama.pro](http://brama.pro/) This pillow-shaped milk package concept from the Brama Branding agency out of Belarus imagines a new way for a traditional dairy product to be bagged and branded. Rather than packaging milk in long, rectangular bags, this idea proposes using square-shaped packages that resemble pillows. As such, the labeling on the pillow-shaped milk bags has been designed to match both morning and evening rituals for consuming milk. While the 8AM variety is a fatter whole milk variety, the 8PM milk is imagined as a lighter skim milk product. Knowing that many consumers settle in for the night with a late-night snack ritual, food and beverage brands are creating evening-inspired branding for everything from cereals to midnight snack bars and calming drinks. ## Trend Insights (Trend Hunter) - Score: 6.3/10 - Popularity: 97% | Activity: 83% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Evening-inspired Branding:** Creating evening-inspired branding for food and beverage products presents an opportunity to cater to consumers' late-night snack rituals. - **Pillow-shaped Packaging:** Using pillow-shaped packages for dairy products like milk presents a disruptive innovation opportunity in the packaging industry. - **Morning and Evening Milk Varieties:** Offering different milk varieties for morning and evening consumption creates a new niche market in the dairy industry. ### Who This Affects Most - **Food and Beverage:** The food and beverage industry can explore evening-inspired branding for their products. - **Packaging:** The packaging industry can innovate by adopting pillow-shaped packages for various products. - **Dairy:** The dairy industry can tap into the demand for specialized milk varieties for morning and evening consumption. ## Related on Trend Hunter - [Carton-Packaged Milk Vodkas](https://www.trendhunter.com/trends/black-cow-pure-milk-vodka.md) - [Carbonated Milk Sodas](https://www.trendhunter.com/trends/ps-milk-sodas.md) - [Sleep Drink Rebrands](https://www.trendhunter.com/trends/sleepy-coffee-vanilla-latte.md) - [Sleep-Supporting Cereals](https://www.trendhunter.com/trends/sweet-dreams-cereal.md) - [Comic Strip Milk Bottles](https://www.trendhunter.com/trends/seki-milk.md) - [Adorable Cat Milk Cartons](https://www.trendhunter.com/trends/adorable-blue-cat.md) - [Rebranded Protein Milkshakes](https://www.trendhunter.com/trends/vibrant-packaging-design.md) - [Ergonomic Eco-Friendly Drink Packaging](https://www.trendhunter.com/trends/tetra-prisma-aseptic-300-edge.md) - [Reformed Yogurt Packagings](https://www.trendhunter.com/trends/nomadic-greiner-packaging.md)