This isn't about the packaging. Well, not strictly anyway. Lacto Free's packaging is not bad; simple graphic direction, making a link to the fact that although it's lactose-free, the product still comes from cows and the use of the corner of the box to add interest and dimension.

But what intrigues me is the use of the packaging in the advertising. Too many brands are made disparate and disconnected by one company doing the structural design, another the graphics, another the advertising and another the website. Sure, this worked in the days where agencies maintain their respective expertise, but those boundaries are becoming blurred now.

With packaging on shelf as arguably the first exposure to a brand, it makes sense to incorporate a cohesive brand look-and-feel across all touch points.

This packaging from Lacto Free is not only part of the advertising of the product, it is conceptually integral to the how the advertising works.