Growth is difficult in the oversaturated Latex wall paint market. The design innovation that would bring growth potential was in the realization that the packaging can be more than just a means for transporting and storing paint. The rectangular 1-2 can eliminates the need for a separate paint tray. When opened, its lid transforms into a paint tray that fits the width of a standard paint roller. No paint is wasted and no cleaning is required. Since AKZO implemented this new solution, their sales volume has increased eight-fold and their shelf presence has grown from an average of 8 to 18 percent.