When is more actually less? When what you see isn't the full truth. The redesign of the iconic, simplistic, package known as the sushi roll required a second look at the entire manufacturing and distribution system to find an environmentally responsible design solution that also encouraged increased sales in retail. The strategic structural and graphic design approach required a team capable of addressing the complexity of the entire system while designing for both the shopper and the planet.  The simplicity of the Patagonia Baselayer Packaging design does more at the shelf and makes less of an impact on the planet than the previous packaging approach.