Colourful illustrations on cheese packaging are currently causing a stir - not because of a lack of design, but because of right-wing criticism online. The artists concerned are defending their work, while Milram is talking about diversity instead of politics. What's behind the shitstorm?
A simple packaging design, colourfully illustrated, with people from different backgrounds - what was intended as a creative special edition has turned into a communication event for the dairy brand Milram. The new cheese packaging, designed by several illustrators, has been at the centre of a heated online debate for days.
This was triggered by comments from voices close to the AfD and right-wing activists who accused the packaging of having a political message and spoke of „wokeness“ and „left-green ideology“. On social media, users called for a boycott of the brand - resulting in a shitstorm.
Artists react to wave of hate
The Hamburg-based illustrator Danii Pollehn, who was involved in the design, expressed her satisfaction in an interview with the Hamburger Abendblatt was shocked by the reactions: „I find it really upsetting and super sad. I'm shocked by this dynamic, how quickly hate and hate speech spread on the internet.“ However, she does not want to let this affect her work and continues to stand behind the motives.
Illustrator Josephine Rais, another co-creator, also reported opposite t-online.de of numerous insults: „At the beginning, I received a lot of insulting messages that strongly criticised my work and insulted me as a person.“ At the same time, support online is increasing, emphasises Rais. Legal action against criminal content is currently being examined.
Artist Moritz Adam-Schmitt posted a short Instagram story: „It's been a long day, some strange things have happened on the internet. I just don't understand some people.“
Manufacturer emphasises: diversity is not a political statement
Deutsche Milchkontor (DMK), Milram's parent company, responded with a clear statement: „This packaging shows illustrated people and symbolises what Milram is all about: community and enjoyment. Colourfully illustrated, diverse, modern.“
A political intention is expressly rejected. The design is „deliberately apolitical“ and is intended to reflect social diversity - no more and no less. The company had already received the first hate mail a fortnight ago. Criminal statements are to be consistently pursued.
What the debate means for the packaging world
For packaging designers and companies, the Milram case shows that even supposedly simple design decisions can trigger social reactions. Whether political symbolism is intended or not, packaging remains a communicative space. It is a carrier of brand values, freedom of design - and, as in this case, a projection surface for social debates.
At the same time, brands and designers are faced with the question of how to deal with such reactions. Milram and the participating artists are sending a clear signal: Showing attitude - but in a respectful, unagitated way. Packaging as a mirror of society - in all its diversity.