Is there a different process when designing a product for a small company versus a huge mass-market product?

JH: “I don’t know, I kind of feel like I’m designing for the people.  We are still a relatively small brand. I think Method sees itself as a challenger brand; we kind of always want to be the alternative to ‘Big soap’.  The reason why our bottles are so aesthetic in whatever way is because we realize that –as you may see it on the shelf at a supermarket and pick it up and put it in your trolley- it actually lives in your home for months. Why should it look like an advertisement for 20% off or whatever it is?  The products really live in people’s homes so you have to walk the balance between being impactful and standing out on the shelf, but also being sympathetic to the fact that people use it.  We always have the view that people are very house-proud and they don’t want to have ugly bottles.”