The concept of the rebrand is to show how eating seeds gathers the family together and is usually eaten when friends are hanging out and family is sitting together.

The idea behind the visuals on the package is metaphorically showing how the characters around the package are fighting each other and climbing to get to the seeds. 

The reason behind the small opening on the top is to show the type of seeds inside the package just in case people arent sure of the name of the seeds.