ABSTRACTEarly liquid crystal compounds often had relatively simple molecular structures, but with the invention of electro-optical devices, the design of materials became increasingly important. Property-structure correlations have promoted computer-aided rational design to the point where it is becoming a necessity in the selection of compounds for preparation. For simple molecular architectures, allowable electrostatic interactions in the face of steric repulsion were used in a phenomenological way to generate new mesophases, such as the hexatic phase, and to engineer materials with desirable physical properties. Materials chemists, in the creation of substances of greater complexity, have built upon these forms of research. Interestingly, the larger the system often the more simply it becomes as the molecular bulk and shape begin to dominate over the surface interactions. Nano-objects of unique shapes, such as ‘Janus’ grains, created in the process of design can kindle the formation of new mesophases, such as the twist-bend and splay phases generated through the crowding of molecular particles, and minimisation of the free volume. This article explores the development of the shapes of molecular grains and the mesophases they spawn.