The document discusses structural packaging innovation and design. It details Matthews International Corporation's process, which includes exploring pain points and consumer insights, developing concepts through various research methods like interviews and prototypes, and refining designs. Four initial concepts were created for testing, including a smart tray, purse pack, fold pack, and stack design. The process aims to define innovation goals, allow iterative prototyping and collaboration between functions and suppliers, and engage consumers early to develop tailored solutions.