One way to describe innovation is creating something that fills a need—or solves a problem—that no one could solve before. The most innovative products or packages fulfill a need that people didn’t even realize they had.
Of course, there are differing levels of innovation. One might consider innovative a package that successfully bucks retail category conventions. Going “against the grain” always has an allure, but it can also be very risky. But then again… nothing ventured, nothing gained.