I know of way too many people that think plugging things into an app or clicking a button in Photoshop is design. Don't get me wrong, these things are handy and cool but it doesn't make you a designer.
It's cool how the designer used the typography and what the word says to design it. They made the word "toasted" look like toasted bread. Also the surroundings of the typography all fits in to the meaning which is really cool.