The Healthy Harvest Freshness Extender is a safe, organic, and recyclable product that extends the shelf life of produce. By reducing spoilage it can save consumers money. Though an exceptional product, sales were flat. Leader Creative was asked to review the system components and to suggest ways to improve product desirability. Leader determined that the benefits of the product were not fully understood or appreciated by consumers: Why the product is important and relevant. By better defining emotive and rational cues—visual and verbal—that lead to purchase, the refreshed packaging system powerfully communicates product usefulness, reliability and, most importantly, value.