Good topic Mike. The packaging game has definitely stepped up the last couple years. I think brands realized that when people are spending -100 on a cake, the box experience matters too.
One thing Ive noticed is the shift toward more realistic effect photography on boxes instead of the old generic fireball photos. Brands like Brothers and World Class have been putting actual shot sequences on their packaging and its way more helpful when youre trying to decide what to buy. Theres actually a post in the Fireworks Guide that talks about how to read firework labels and packaging if anyone wants to go deeper.
As for Phantom – I drove past one of their tents yesterday and it looked like the same branding as last year. Red white and blue stripes, nothing new. Kinda disappointing honestly when everyone else is innovating.