Not only clever, this fruit juice packaging by Naoto Fukasawa would look distinctive in almost any environment. quotes him:

I imagined that if the surface of the package imitated the colour and texture of the fruit skin, then the object would reproduce the feeling of the real skin.

I’m really interested in how this kind of design affects how people experience the brand. I imagine that the design would certainly allow for a hefty premium to be charged on the product, and the packaging itself to be cherished by its consumers.