“This is really about changing the game. About delivering an iconic brand. Ultimately a health and wellness promise that is really changing the category," says Bryan Shova, IDSA, Kaleidoscope's industrial design director and 2016 IDSA International Conference speaker, about new packaging developed for a brand of milk that has 100 days of shelf life. “We wanted to form a structure that honors milk, knows what it is, but begins to dig deeper and answer why is it different?