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Arizona Iced Tea comes to mind in terms of iconic packaging and identity (inclusive of collabs, merch spin-offs, etc).

A few others that fall into this packaging > community spectrum: Talenti’s threaded ice cream top, encouraging reuse and recycling of their product. Liquid Death canned water (community is all built around the “extremeness” of the brand - not the product itself.) Fossil collectible watch packaging. Box tops from General Mills cereal boxes. Babybel cheese wax packaging turned into figurines.

A much smaller example: packaging from chocolatier Altmann & Kuhne in Vienna. Beautiful boxes with different hand painted designs that people collect and trade.

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