For any company, product design is one of the most important aspects of their value chain. Especially in modern, crowded marketplaces, the right design makes for a sharp, recognisable image that transcends the multitude of products. It is also the key element for communicating a coherent sales story. Since its foundation, Swiss company estragon specialises in the collaborative development of specific, sustainable product design. “Design to us is a reduction to the essentials, the omission of redundant aspects. Because omitting something and focussing on a clear message takes courage, a courage, that enables one to take a step into the unknown.” When Dirk Fleischhut and André Luethy met during their studies at the Art Centre Europe, they did not know that some years later they would take such a step themselves.