Originally, the primary function of a package was to simply contain and protect the product.

However, factors such as increased competition and clutter on the retail-store shelves have further increased packaging value, as it now must perform many sales and marketing tasks, such as attracting attention, describing the product and win new market shares.

In 1999, the tobacco industry was banned from advertising their products, and therefore needed to find new ways to communicate with consumers and differentiate from competition.

G2, Grey advertising agency in New york hired Raphaël as a freelancer to develop new packaging concepts and come up with new opportunities for brand placement and differentiation.

Raphaël came up with this iconic twin pack for the Vogue brand which later became a standard or a new format  for other brands. Since Vogue targeted women, this splitable pack adapted for small purses became widely popular and helped Vogue to gain new market shares.