The market was flooded with aluminum cast toasters, perfectly engineered to save material, save cost, leverage profit per piece. We were involved to cut in minor visual changes along the then trend of the toasters to create identity among others. We proposed what was the point of copying others errors and creating identity when it was not benefiting the consumer. We started looking at the key activity of toasting and suggested that we look at quality of toasting as against the pricing and engineering constraints. Doing this the toaster performs perfectly well in browning the sandwich, splitting it in two, without spilling any contents of the toast. The toaster won a honourable mention at Red Dot Awards in 2012, and was mentioned as one of the 20 products to spice up your life in 2012 by Yanko Design.