Hope Super Lights

I haven't come across a packet yet, but this is a new (limited edition?) package design for Japan Tobacco's Hope Super Lights. The packet is wrapped in an extra layer of paper, which is printed in a way that makes it look like somebody has scribbled on the original package. Similar to pre-ripped or (recently very popular here) pre-stitched or otherwise customized clothes, this is an interesting example of a company embracing modifications consumers make to its product.

The design has won a prize at the D&AD Awards as well as a G-mark.