The packaging is designed for the Velveteen Rabbit Luncheon Club that bakes and sells luxury treats. The flower bud blooms when the petals are twisted open, gracefully revealing stackable trays of delicacies. A tube acts as a handle to help pull up the trays, making this a sensational gift on a special day or a beautiful addition to a tea party. The pop-up trays ensure that less material is needed – and no glue is used here. “The Velveteen Rabbit” is helping the earth by promoting recycling, reuse and the reduction of waste.