Today's guest is Peter Asprey. He is the Owner and Creative Director at Asprey Creative out of Melbourne AUS. During this episode we talk about:-his childhood and the project that he got 15 / 10 on, what that project was, and why that was so important to his journey at the time. -the challenges he has faced and lessons he has learned while running his studio. -a critical, but non-creative skill.-a food packaging project where he and his team knocked it out of the park, it was amazing, shook up the category, did great for the business, only to turn around 6 years later and turn into an awkward mess. -the ice cream project he is proud to have been a part of and how it expanded from "just a packaging design" to so much more. Peter has over 30 years in the design game and shares a bunch of knowledge and lessons with us. @aspreycreative