A differencial look to create and develop a new serial production project taking into account subjective aesthetic aspects; technical and commercial viability without losing the perspective that is important is to answer to human needs both individually and socially is the greatest challenge for design in the big corporations nowadays. Domus Industrial Design, established in 1996 by Fábio Righetto, is a design company focused on human-centered products which, throughout its history, has been very widely recognised by Brazilian as well as by international companies for its creative, conceptual and technological capacity. Our biggest concern is to decide whether it is the case of improving that which already exists or question if that would be best option at a given time.