What is there to design and innovate in a box, a piece of storage equipment? Actually quite a bit depending on the application. Ben Masker developed Jokerboxes, which are designed grips in the film industry.
While the boxes are well designed storage units, with multiple smaller compartments, the lids make the boxes even better, as they can serve multiple purposes.
The lids can serve as clipboards, clapperboards, or these odd bases with four circles. Which come in useful when mounting lights or other equipment, basically anywhere.
Being familiar and working in a field are key to innovating. By knowing the real needs, simple, but amazing innovations can take place.
Found via Core77.