It’s hard to imagine something as simple as the shoebox being completely overhauled and rethought. But Puma and Fuseproject, the design firm led by Yves Béhar, have done just that, in a design that was almost three years in the making. (The project is actually just the beginning of a brand overhaul, to be revealed soon.)

“Rethinking the shoebox is an incredibly complex problem, and the cost of cardboard and the printing waste are huge, given that 80M are shipped from China each year,” Béhar tells FastCompany.com. “Cargo holds in the ships can reach temperatures of 110 degrees for weeks on end, so packaging becomes an enormous problem. This solution protects the shoes, and helps stores to stock them, while saving huge costs in materials.”

Via FastCompany