"The objective was to promote the environmental, structural and printing advantages of Candesce, a line of paperboard manufactured by Potlatch. The audience is comprised of packaging designers and printers in the U.S. The primary message was that Candesce has it all: an outstanding print surface, structural integrity and superior utility, all in a completely renewable and recyclable resource utilizing earth-friendly materials," said creative director Bill Sykes. "The challenge was to exhibit each of these characteristics utilizing the Candesce paperboard. Our unifying theme was 'The Natural Selection,' which featured three different, uniquely shaped boxes, a series of icons with each representing a unique attribute, a common look and feel and a consistent copy approach. The rectangular box included ten packets of Blue Spruce tree seeds stitched into a custom matchbook-style cover depicting germinating, planting and growing instructions. The hexagonal box contained seven 100% pure beeswax, honey-scented votive candles. Each was packaged in a custom-designed hexagonal box that simulated a honeycomb pattern inside the box. The square box contained a unique potpourri, exuding a harmonious blend of colors, fragrances and textures. This box contained a custom-designed insert that, when placed into position, converted the box into an attractive potpourri display container."