Vacuum flasks are all made in China, simply because of the effective cost of manufacture. Most Indian traders would buy these bottle shaped flasks screen print the branding and introduce in the market. Eventually all bottles were the same except for the badging. Some changes were introduced in the design of the rubber sleeve to create identity but it failed. We too were to begin on the project to design the rubber sleeve, but when it became about identity through design we proposed a complete redesign of the bottle. Change usually is invited by objection, here it was the manufacturer who objected, since for him it was a set manufacturing activity with set equipments. The new design hence was laid with total overlap of the manufacturing processes, not introducing or reducing any manufacturing activity. A small neck near the grip did a huge shift in design of the bottle making it identifiable from the others.