A big design obsession of mine is The Matchbook. Historically, they get a big chef kiss. Modern applications, mild chef kiss, although I still get giddy when I find a great design somewhere. Matchbooks get me. I get them. We're in love and we're running away together, sorry not sorry! What isn't amazing about a matchbook? There's ample space for creative branding, it's a practical tool that happens to start fire, and there's a little spot for a phone number or saucy note. Sheesh. 10/10.