conclusion It's been an interesting little day-project do redesign the information on this box, but is our version any better? We think it is, it's honest and it's a new approach in a market where the design doesn't seem to have changed much since the 60'ies - mind you, there are a few companies that are doing interesting things, but these are all targeted at master modelmakers. Our approach of shifting the product's focus from "get a replica of a plane" to "Have fun creating something" demonstrates the huge potential of packaging as media and that was a great part of this excercise. Would this sell better in the shops? Probably not. The inobtainable fantasy will always win. But our version takes a step - if not a leap - closer to the true essence of the product and actually changes the function of the product inside, focussing on the journey rather than the goal and that's pretty powerful stuff for some colours on a piece of cardboard.