In the crowded pharmaceutical and nutraceutical market segment, standing out from the competition can be a challenge. But for OLLY, a producer of vitamins and other supplements, creative thinking in the structural design of its packaging makes it immediately jump off the shelf. Rather than the typical pill bottle style, OLLY opted for a square container with rounded edges and a wider opening for easier access to the product inside. With its flattened front panel creating an eye-catching billboard, the brand's colorful labels are sure to draw consumers in and bring them toward the moment of truth. Have you seen any packages lately that think outside the box? If so, contact Sara Dunn at sdunn@napco.com.