"People really respond to food," said Tom Mora, head of women's design. "I've never heard a person not feel happy about eating. It's that emotion or smile on your face. These colours all have distinct smells or tastes to them."
It seems that the inspiration is endless for the design team, who pick up new names for the company's colour wheel wherever they go.
Mora is, however, certain of what wouldn't work."We don't want to start naming names in terms of a town or get too specific," he revealed. "That confuses people. They need to get it immediately from the sound of the name. Sometimes when you have a name that doesn't include the colour, like dusty cobblestone, it kind of does feel like a cobblestone. They still know what that is. [But] sometimes the two words together, like burnt something or ripe something, are like, ew!"