Bundle and Presentation
The box isn't a Hollywood production in terms of presentation, but it does get across exactly what you're looking at buying in a concise, dual-language (German and English) manner, while remaining stylish.
The Icy Box is visible through an acrylic window cut out from the box.
Inside you get the Icy Box, the AC->DC power adaptor and a kettle cable, a USB cable for connecting it to your computer, a driver disk for those with operating systems born in the last Ice Age (see what I did there? Icy Box, Ice Age? Ah forget it) and a couple of single sheet manuals in German and English.
Decent presentation, just the right amount of documentation to set you on your way and all the cables needed to get it powered and hooked up.