The earthy chipboard sunglasses package is in stark contrast to the competitors’ pristine glass and lucite box, but its rough-hewn simplicity and solid construction make it a useful keepsake for the buyer. To present Smith Sport Optics as environmentally sensitive, Hornall Anderson selected a thick, fibered chipboard for the box and left it unprinted, choosing instead to emboss the company’s name on the lid and apply colored labels to the bottom half. Color-coordinated tags are tied to the product with string. The hang-tags relate graphically and help establish the industrial/archival quality when displayed in the retail environment, with the sunglasses but without the box.