Originally Posted by SeattleVet

The lighting on this is very 'flat' (equal all across the front surface). If you can get a difference of about 1/2 to 1 stop between the lighting coming from the left and the right it will bring out a lot more of the detail and give the relief work some 'depth'.

Focus is also being lost between the left and right sides.

If you can add some light coming at about a 45 degree angle from one side and either square up the box in relation to the camera or use a longer shutter speed and a smaller aperture to gain a little more depth of focus the relief work on the box would really pop out and show the textures (that's what is called 'modeling').