Yakima produces a high quality dependable roof racking system. The first objective of the new package design was to upgrade the look of the packaging to match the value of the products, but still being very simple and utilitarian to convey the Yakima design aesthetic. Secondly to be able to assist the consumer with the product features and component fitting using the Icon system for easier references. Thirdly to reinforce Yakima’s commitment to environmental responsibility by using a high percentage of post consumer waste for packaging material and Inks.