As Tesla moved from start-up mode to full-fledged automobile production, Elephant was asked to simplify the company's existing corporate identity, (originally designed by RO studio, rationalize the company's identity system and create guidelines to simplify use in communications materials, signs and product branding. As Tesla Motors began to roll out its first generation cars, Elephant was asked to design a kit to guide the first 250 buyers through the selection of exterior paints and interior fabrics. The kit, made up of 13 eggs and 12 fabric swatches, had to be user-friendly, commemorative and an accurate representation of the paint colors. Each egg was milled out of steel, painted and engraved with the Tesla logo.