Ah, so the "Long Life Design" is an award, not a partner company. (I probably read about it way back when it happened... but I forgot)
Still, it's simple design spoils the look of the packaging... I think it should have been on the back of the box. If it had looked fancy or golden, it would have looked good on the front, and attract the attention of people... particularly those of us who don't even know about that being a notable award.