No job, no cash and no future. It sounds like a Sex Pistols lyric from the seventies, but sadly it was an all too recent headline from one of London’s daily papers. Tens of thousands of young people feel destined never to amount to anything, according to research by charity the Prince’s Trust.

We talk about inspirational and iconic packaging all the time in this business, but how often can we point to a brand and say, hand on heart, that it has introduced creativity to the masses?