Banana Not Included: Puma's x-ray inspired package design

It looks like x-rays are the newest design trend in advertising this season. We've seen them used in domestic abuse ads, Levi's jean ads, and now Puma is using them creatively on their package design for their new line of "bodywear."

Short Sleeve Shirt Six Pack Not IncludedPadded Bra Melons Not IncludedLow Rise Pants Fig Leaf Not IncludedLow Rise Shorts Banana Not Included

Created by London based studio, GBH Design Ltd, the design made it onto the "shortlist" for brand packaging during the 2008 Design Week Awards in London this month.