"Cézanne made a cylinder out of a bottle. I start from the cylinder to create a special kind of individual object. I make a bottle a particular bottle out of a cylinder."

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Imagine a smashed stained-glass window, a page torn from a Bible, or a snippet of choral singing. You would still recognize their religious roots, wouldn't you? In 1915, Coca-Cola designed a bottle so unique that if it were smashed into thousands of pieces, from a single shard of glass you'd still be able recognize the brand. We call such a device a Smashable. It can be anything from a color to a sound, from a pattern to a smell to an icon.

— Martin Lindstrom