In level 2, the packaging design briefs invite the students to re-vision how certain products are presented to us, in this case, a range of health products. Normal practice would highlight the nameof the health giving ingredient, such as Ginko Biloba. Through research Jeff identified that many of the intended target audience group did not even know how to pronounce them let alone what the ingredients did. He therefore cut through the communication chain, prioritising the benefits more clearly.