Product packaging must fulfil functional demands such as structural stability, air-tightness or air-permeability, information requirements and cost-effectiveness. However, it is much more than just a kind of container made of glass, wood or plastic protecting its contents: it is also the face of the product. Like the façade of a building, the package gives an impression of what lies behind it. Packaging is a crucial means to induce a consumer to try a product. Studies show that it has less than three seconds to grab the customer’s attention. Along with the classics of the age of mass consumption, this title presents many examples of innovative contemporary solutions that are on a par with some of the packaging legends, like the sculptural shape of a Coca-Cola bottle.