The public had to grasp instantly the topic of the book: a look back at 25 years of milk advertising in Quebec. Our solution was to associate an icon with a motto. The icon is a quart of milk made of glass—an image all Baby Boomers can recognize—and the slogan is Quebec’s motto, “Je me souviens” (“I remember”). Taken together, they became “I remember milk.” The white color of milk became a must. A transparent and perforated book jacket allowed the creation of the desired contrast between the ancient and the modern, the past and the present. The transparent book jacket, produced in San Francisco, arrived at the end of production. It played its part well.