Confronted by the commitment to a topic for an 18,000 word thesis during my Master’s in Design Management, I found within me a deep curiosity to understand the most fundamental. Why do people relate to brands? By the end of my 6 month thesis, from being a lay consumer, I knew I wanted to participate in this world from the inside. At Cracker & Rush, each engagement offers new insights. I live in a world where assumptions don’t exist and every day is a quest to unearth something unique about a sector, brand or consumer. Echoing Antoine de Saint-Exupéry’s, The Little Prince, “What is essential is invisible to the eye.”