Heartlake City Brick Box is a Lavender tub container with 2-in-1 model suggestions (with instructions) containing 321 parts. The cardboard wrap has the new dark purple corners and standard BFF heart inset. We see images of HLC as backdrop graphics.
I love that we finally get this! It should have been in the very first wave of sets in 2012.
It's just like any brick box (tub), such as 10696 Classic Medium Creative Brick Box in yellow, except in Lavender. The Classic tubs come with building "ideas" books too. So this tub is on par with those.
Tub back of cardboard label wrap shows the models you can build if you decide to use provided instructions. You can build one version of each of the three models of at the same time -- not both version as the packaging notes (at the bottom).
Or, you can just look through all the parts and build what you want.
Tub top: The embossed LEGO logo faces the same direction as bricks and plates.
I like the cardboard wrap graphics.