In the design of a toaster for Target, Michael Graves was following in the footsteps of industrial designers of the 1930s, who largely shaped the streamlined toaster form. The Sunbeam half-moon toaster from that period was Graves's starting point, as it could also be seen as a rising sun, symbolizing a new day. Graves wanted to create a toaster that personified the idea of "popping up"--both the sun and the toast. As with most of Graves's product designs, the goal for this toaster was to elevate an everyday act to something memorable. Graves played with proportions in sketches, which were transferred to foam models, to express the swelling or "blooming" shape he was after. The toaster's shape can also be seen as an exaggeration of a slice of bread, adding another playful aspect to this useful kitchen appliance.