My mom showed me this design a couple weeks ago and I thought it was totally ingenious. Simon Berry wanted to design a way to better deliver life-saving anti-diarrhea kits for children in developing nations. He and his wife innovated a new solution–triangular kits that could slot in between Coca-cola bottles, which are frequently delivered with much better efficiency than medical supplies, as Coca-cola is ubiquitous. He thus uses the negative space in the Coke crates, and crates also stack better when their tops are flattened; by piggybacking on Coke’s infrastructure, Berry has been able to create a desirable product and method of delivery.