In order to maintain focus in an era where results matter and every decision has consequences, we distill visual information back to the most basic primary system: red, blue, yellow, black and white. This simple palette can accommodate subtler, vintage tones, but the message remains strong and simple.

The pairing of primary colors with the universals of black and white creates a crisp, absolutely immediate impression. Products are understood in one glance, without delay or complicated interpretations. This is not analogous to fast food, for there is no sacrifice of design or inspiration. It is rather a reaction to the noon-day competition for brainspace: in the heat of the day, we want clarity and simplicity.