Always Stay On Message.
A Brenthaven rucksack is designed to safely carry a laptop and even protect it when dropped. The webiste uses phrases like "Virtually Indestructible", "The fabric we use can take a beating" and "Rugged Ballistic Nylon is the best and most durable nylon in the marketplace".
While these claims are apparently entirely justifiable, I couldn't help but notice the double boxing which protected it from Amazonian rigours. That's the Amazon online retail business, not the jungle.
You're always sending product messages, even when your product is literally out of your hands. So maybe, Brenthaven should reinforce their ruggedness message by the simple act of insisting that its products are always despatched with minimal packaging,