The packaging has enabled the simple Amandines biscuit to be considered as a premium proposition. The brief was to use standard materials and keep to a reasonable budget but to create something that people have not seen before. The simple effective use of carton material has enabled the product to be merchandised in three different ways 1. to stand upright and proud for the retail environments 2. to stand on its side to be slightly more submissive in smaller retail environments 3. to lay naturally on its back on table ready to be shared.