With the start of the new millennium, TON began to build the brand’s new identity, to create the company’s marketing and visual strategy, and to introduce modern automation into the production process. The company also started to collaborate with designers: Tom Kelley joined TON in 2004 as Art Director and contributed to the overall strengthening of the brand’s design potential. One of Kelley’s ideas was the creation of the sub-brand Tonster, an idea that was ultimately abandoned. This period was also characterised by the clean and simple designs of the Prague-based studio Olgoj Chorchoj, the Czech designer Jaroslav Juřica and the Danish designer Mads K. Johansen. The path had been laid for the emergence of the new TON, with international trade fair success just around the corner.