Designers created packaging to reflect the functionality and style of Williams-Sonoma products. The new design highlights each of the products by allowing customers to experience the look and feel of the tools for grilling in their packages. Customers can actually see and feel some of the products through “holes” cut from the front of the paperboard packages. Hang-tags provide usage instructions cooking tips and graphics that depict grilled food. The look implies sophistication and appeals to upscale consumers.