Consumers today dig deeper than the product or the purchase to decide its value. And the fact that the perception of the value of the product correlates with the price is relevant but not the sole indicator. What retail brands need to realise is that the product is no longer about product and packaging is no longer about packaging. With convergence and creative destruction, packaging has evolved into a discipline that sets the ground for the entire company. Redefined packaging changes the way companies co-create with consumers and deliver winning innovations to market products faster and more efficiently than ever before.