For me it was rather striking to see the use of X-Ray for the effect of “uncovering”.
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The argument of protection by air might hold a minimal amount of
truth. But most of the products pictured have direct competition, that
is sold in other packaging, which holds less air. Think “pringles”
Their rolls of chips are optimized for shipping. A striking solution,
which gives the customer a “what you see is what you get” experience.
Isn’t that even more clever?
mo-i