Of all the various types of packaging (bags, trays), the box seems the most representative of the emotional role design has to play. The symbolic meaning of the box itself is universal. It is found in myths, where it generally conceals secrets, as with Pandora’s box, the reliquary box and the gift box. Packaging has become more than just a simple labelled container, as nowadays it evokes an entire personality, an attitude to life or a set of beliefs (Hine, 1995). It carries meaning and has gently and imperceptibly entered into our daily lives to participate in the constitution of collective memory. The shape of the Coca Cola bottle, inspired by that of the cocoa pod, makes it immediately recognisable, more ergonomic and easier to handle than standard bottles. However, it also evokes feminine curves, earning it nicknames such as the ‘Mae West’ or the ‘hobble skirt’. The more precious the packaging seems, the more we value its content. We tend to keep such boxes once their original contents have been consumed and turn them into trinket boxes. Huntley & Palmer, a biscuit-maker in Victorian England, was one of the first companies to use lavishly decorated boxes. At the turn of the 20th century, novelty food boxes made their appearance, such as boxes resembling miniature furniture, a row of books bound and held together by a leather strap, a pile of imitation porcelain plates, or teapots. The First World War put an end to such vivacious inventions, and the subsequent interwar period was heavily influenced by a more streamlined aesthetic derived from Art Deco, in fashion at the time.