The Judges were surprised at how much thought had gone into this design which, at first glance, looks like another a carrier bag. But the simple but effective way it had been designed meant that it was a lot more than just a carrier bag. It can be packed completely flat and, as there was no gluing required, can be easily erected in store at the point of sale. The outside of the bag can be branded and the inside can be used for many different purposes. It could for example be used to print details of other products or even used as a poster that could be put on the wall after use.