The challenge was to create a recognisable branding and packaging solution in the competitive LED downlight market, where differentiating between products is difficult as they are all packaged in similar cardboard boxes with multi-colour printing. The MR10 LED Downlight is the first product in the new “Mates Rates” range and the first downlight to be packaged in a brown paper bag. M-Elec has implemented an innovative, ECO friendly craft paper bag with simple black printed graphics to house the product and combined this with a transport carton which transforms into a POS display. This creates the point of difference for the MR10 in the market whilst enforcing an element of consideration for the environment.