It has been many years that marketers and brand owners pay attention to new identity for the popular products among the consumers. 1&1 ( Yek o Yek ) is one of the trendy food suppliers in Iran, which found our suggested method so rational in order to turn its customer’s attention to catch-up sauce. In initial meetings we found out that this supplier same as others attempt to use the existing boxes in the market instead of designing new boxes. All of us have seen the same packaging from different brands. The interesting point is that these boxes are using in different industries. Our question for 1&1 ( Yek o Yek ) was about their motive for using the same packaging? Answer was ease of purchasing the existing package and the efficiency of the supply. Meanwhile our reasoning was stronger.