Helvetica is a modern font, and this packaging is definitely modern with the white background. You know exactly what brand you are looking at, and it helps that the black font matches all the utensils handles to make it even more streamline.
I don't know how many times I have looked at this logo without even realizing that there is a sun in the center of it. It is a creative use of the font that sets it apart from other Helvetica users.
Perhaps it is because I went to the ginormous Crate&Barrel store in Chicago last week that I included this logo. However, the items sold there are modern and sleek, so Helvetica matches quite nicely.
How the designers made this symbol so sharp and sophisticated, I may never know. Three letters on a circle and four triangles has never looked better (or has been so expensive). 
I'm rather fond of turning font into pictures, and this pic uses Helvetica to make this man! Different shades of Helvetica were used to put a different spin on the font.
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