Ubiquitous and generally uncelebrated, Tetra Pak is a brand at the discreet service of many other brands. Like all great and radical designs, the tetrahedron milk carton that was patented by the Swedish company in the 1940s changed the way we conceive many elements of our daily lives. It revolutionized the way we drink and eat, introduced new gestures to our routines and modified our approach towards foodstuffs. It has served as a blank canvas for innumerable graphic interpretations and it has been molded into containers with iconic shapes that have filtered through popular culture. The Tetra Pak carton ticks all the boxes of Dieter Rams' ten commandments of good design: It is 1: innovative, 2: useful, 3: aesthetic, 4: makes a product understandable, 5: unobtrusive, 6: honest, 7: long-lasting, 8: thorough down to the last detail, 9: environmentally friendly and 10: it is as little design as possible. Not bad for a drinks carton!