The video shows a close-up of a box of Swans Down cake flour. The box is predominantly red with white and yellow text. The brand name "Swans Down" is prominently displayed in large white letters on the front of the box. Below the brand name, the product name "Cake Flour" is written in smaller white letters. The box also features a picture of a slice of cake with white icing on the front, indicating the type of cake that can be made with the flour. The box is held by a hand, and the background is blurred, focusing the viewer's attention on the product.