It's all about the experience. notNeutral takes a broad view of the design process, thinking about how people will feel when they use their products. New products are conceived out of holistic group collaboration. Once the idea for a new product is born (whether through self-generation or consumer demand), they develop its design thinking about four specific criteria: function, inter-object relatability, character, and culture. A product’s ability to maintain a unique sense of character and relatability, while functioning well in its role, is paramount when it comes to design. That’s what notNeutral strives for—product design that is culturally iconic.