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A designer constantly asks questions like, "Is the text too small?" or "Will left handed people use it the same?" or "What do you mean, I have to create a box with no photos of the product?" Designing is getting into the mind of the product. Changing your Frame of Reference (*see sidebar) so the end result fits what the client wants, the customer needs, the size, the color, or the shape specifications. The product can be a poster, a coaster, packaging, a logo, film, a website, even a process. Molding that product into a story, into "The Thing"... As a creative-type, we are always in search of that thing. Gathering people, collecting things, striving to get that inspiration and create that magic that turns into "The Thing". If I could only bottle it and sell it, the packaging would be amazing... Chef's Rival was a rebranding from an outdated product name (the Euro-Gourmet Quick-Chopper 2000). The old name was generic, flat and needed a little more personality. Rival became exactly..

Also known as: Lauren Melton