when packaging works, it makes people feel good. this builds brand value and translates to sales. conversely, poor packaging creates aggravation, reduces sales, and can deeply effect the perception of a brand. new and unique userfriendly closure system squeeze open identifies consumer concerns of which functionality of packaging is a major part. it desires only a gentle &lsquosqueeze&rsquo to open the pack with an effortless &lsquopop&rsquo to press it closed.