Innovation: The intelligent one-piece structure folds in on itself and the diecut hole provides an inner slot mechanism that holds the product in place. The one-piece structure continues to fold in on itself and eventually locks to create a pack that resembles a display case. The result enables the product appear as though it is floating effortlessly, suspended in some science or museum exhibition. Fit for purpose: The packaging has been designed to work effortlessly and make sure the product is given a hero status. Thus the packaging seriously adds value to an else inexpensive and small product. A considerable amount of prototyping and development went into keeping the packaging simple, yet functional and fit for competitive retail environments and for internet distribution. The unique hidden euro hook provides an additional optional retail function, however this can be hidden to allow the product to stand on its legs in a premium retail environment and look less like a commodity. Environmental: With no mixed materials, moulding, forming or additional print material the packaging shows the rest of the electrical goods and accessory market how a product can be protected and promoted being exceptionality functional and seriously reduce materials. With a single sheet of 0.25mm APET film the product competes well with competitors, integrates well with the product giving it hero status and adds value. This has been achieved by fully understanding the retail environment, the exploration / exploitation of the material’s qualities and understanding the client’s needs. Display / Design: The design of the packaging was always about the elevation of the product as hero. Minimal graphic design was needed only to communicate the product’s functionality as the product itself is visually strong itself. The brief was all about reductionism and being honest, giving these two ideas a clear presence and visual impact.