The pack is not only seen as a container or a means of transport, but the first contact the consumer has with a food product. hUOVO develops a project with young designers from the Politecnico di Milano to anticipate trends, to grasp the needs even before being clear and thus facing the market not only from the B2B point of view, but also in the new B2C modes, to respond to new types of consumers and unpublished food styles.