Part of a larger initiative to completly redesign all of Staples packaging, envelopes were one of the first categories we tackled. The challenge was to clearly show step-up within a type of envelope (i.e. #10) while making it easy to distinguish one type from the next. In this succesful solution, the entry level products are shown on simple white packaging. The step-up products are displayed with dynamic photography and clearly articulated benefit statements. Premium products use narrative photography and a branded voice to empatically describe the product benefits. In customer testing, 73% of customers understood the good, better, best progression. 74% of customers said they thought the product in this packaging would be of a higher quality than in the old packaging.