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The Bang bottle for Marc Jacobs was well received for the same reason — it immediately evoked the feeling of something slamming into a piece of metal. “My initial thought was that I wanted to capture impact,” says Allen. “What goes bang? How do you capture the essence of that word? There was a molded gun in the concepts, but the company wanted to stay away from that metaphor. I thought about hand grenades and a lot of other things that go bang, but Marc didn’t want to show violence. The one that struck a chord had a lot of complexity built into it, but you read it like the pig. You get the message instantly.”