An inverse relationship - communications and design

This is really cool packaging for sneakers -  I like how the visual cues of "eco" have become ubiquitous enough that packaging alone (materials, color, shape, size) can tell the story that would have previously been told in words. I know the "message is the medium" concept is old news but as current communication models become increasing irrelevant, the importance of design and brand experience increase and visual identity systems will have to be created to tell particular stories. Here's the full story at Adage.  The Newton site says the shoes were inspired by "advantages of barefoot running." That concept would make for some pretty interesting product demos or in-store experiences.