Arla Sweden’s iconic striped milk cartons have won gold at the Pentawards 2025 in the Dairy & Soy-based Productscategory. The redesigned – yet still classic – packaging was also nominated for the prestigious People’s Choice Award.

The striped design on Arla Sweden’s milk cartons was first introduced in 1992 and has since become the hallmark of the Arla Ko brand. This year, the design was simplified for greater clarity and recognition, and on Saturday, October 4, it was awarded gold at the Pentawards 2025 ceremony held in Amsterdam.

• We’re incredibly proud that our striped design language is now receiving international recognition. Our goal was to create a design that feels both timeless and modern – making it easy for consumers to recognize and choose Arla Ko in stores. Winning gold in our category at the Pentawards is a fantastic confirmation that we’ve succeeded, says Sara Borg, Brand Manager for Arla Ko.
• Design is a strategic tool for strengthening brands, and that has been very clear in this project. As designers, it’s a privilege to help preserve and refine a piece of Swedish design history, says Karin af Malmborg, Design Director at IW Agency, the studio behind the updated design.

The striped design was originally created in 1992 by Swedish designer Tom Hedqvist. Each stripe thickness corresponds to fat content: thin stripes for low-fat milk, medium stripes for semi-skimmed milk, and thick stripes for whole milk.

Over time, the packaging had accumulated many competing elements, which weakened its recognizability. In the updated version, the stripes have once again taken center stage. Other visual elements have been minimized, and the overall design simplified to create a stronger, more cohesive shelf presence.

Facts about the Pentawards:

• The Pentawards is the world’s leading competition for packaging design.
• Since its inception in 2007, more than 36,000 entries from 95 countries have been submitted.
• Entries are judged by an international panel of over 50 design experts from around the world.

Read the full press release HERE

Photo: IW Agency
By LMW