The cigarette brand Windsor Blue is modernising their packaging. They’re “now the number one choice for above king size length adult smokers downtrading into the economy priced cigarette sector. The new pack design will build on this success,” says Rachel Smith, brand manager.

Compare this to the comments Seth had for Madecasse chocolate and their packaging of ethical African chocolate.

Both products demand a growth in sales to justify the cost of the design and reprinting. Given that cigarette and chocolate sales have proven buoyant in times of recession, which design gig would you rather boot up Photoshop for?

At first look ethical farming versus death is a no-brainer. Yet perversely, imagine how seriously you’d take the flair of the girl who lifted Windsor’s sales by another 15 points thanks to a redesign.