Most brands come to life in a package. The brand image in the mind turns to a sale when one reaches out for the package on the shelf. The shelf is POD "Point Of Decision". The decision is made in a flash of a second. By the time the consumer reaches the shelf, advertising has completed its mission and the job is left to the last two communication tools: The package and the POP We at FZS take responsibility in the first and final encounter with brands: Designing the package and helping the shopper decide at the retail environment.