Our way of developing products.

Non-democratic, unique method and approach.




We help companies to lead the pack. With innovative product design that solves real problems that people have. So, how do we do that? And why are we different?

We design for people

We design products with meaning. Product that make a real improvement for the user in terms of safety, performance, health or living conditions.

This means we might have to take the user's side at times. We believe that is in your interest.

non-democratic

We believe that good product design is non-democratic. It is based on vision and strategy. Easy consensus is the enemy of great work.

You hired us because we do something you cannot. Try to trust us, we will guide you on this expedition. We will not overload you with choice, but we will help to make decisions.
strategic industrial design of bicycles


look in the kitchen

Our design process consists of ideation, sketching, creating mockups, testing on users, making digital presentation sketches, building 3D models and continuously evaluating form and usability. During this concept design phase, we hold ‘look-in-the-kitchen’ sessions with your team.

We present concept directions in sketch-form, functional and technical solutions, manufacturability solutions and mockups. Together with you we discuss focus, risk, level of ambition and make a decision which concept direction to develop further.

We develop one concept, the best

Unlike the more traditional product design firms, we offer our clients one developed concept. We have a good reason for doing so.

By involving you early and deeply in the process with ‘look-in-the- kitchen’ sessions, we choose the best direction together, based on mockups, testing, and a solid design strategy. We show the path we took, the reasons for the decisions we made and will discuss the direction that we believe is best.

Instead of fully developing three or more concepts, from which only one will be chosen, we use our resources effectively to develop only the best direction towards a developed concept. Our clients do not want to make choices all the time, they want us to give them the best.
onze manier van product ontwerp


Partnership and professionalism

We believe in partnership and working together. We make important decisions together, keep focus, weigh risks, test mockups and discuss design directions. We know our clients' businesses, their challenges, and help them to innovate.

Over the years a high level of trust is reached, which leads to a great cooperation and successful projects. We ourselves continuously improve our methods, our way of communication, our teamwork, our processes and design skills.

Project Updates

Each week you will receive an email from us with a Project Update statement. We describe in this email the actions we have carried out last week and the actions we work on the upcoming week. This helps you to keep track of the project. In the Project Update sheet you will find the project budgets, agreed extra work, actual spend budget, all purchased parts, invoices and agreements we made during the project.
Sustainable product design

sustainability in design

We believe in giving products a great meaning and high quality, so that they will serve people long. We also believe that new opportunities open up with circular design and new technology: products can be taken back, they can be re-manufactured and sold as new. They can be re-used or upgraded.

Transfer to production

We do all the product development and 3D CAD modelling in house, so we can review the results in prototypes and run tests on usability and interaction. With the help of our 3D CAD data, 2D drawings and other information your manufacturing partners can start preparing for production.

It can be complex to move a project from development towards manufacturing. Some of our clients are able to take a set of files from us and do the sourcing themselves. Other clients ask us to help them with sourcing, finding partners, helping them with communication and quality checks. We are open to any form that suits you best.
transfer to manufacturing


What we do not do

Through the years we have identified a number of industries that we feel are not in line with our core company vision and values. This means that we do not run projects in the following fields: weapon industry, tobacco industry, sex industry, industries that use animal testing and all other industries that in our view do not contribute to the health and well being of people or animals.

Get our free design magazine


About eight times a year we serve you a good selection of innovative concepts, new materials and sustainable solutions. With great images and short articles. To get inspired.

More than 7000 readers. Subscribe now as well. No obligations, one-click unsubscribe.

Read our privacy statement.

Want to innovate faster?

Or develop a completely new product? Then get in touch with us. We are happy to listen and guide you. Send us an email at This email address is being protected from spambots. You need JavaScript enabled to view it. or call +31 20 820 22 11.

Or get our free Designguide first.
  1. Invalid Input
    Please let us know your name.
    Please enter a valid email address.
Read our privacy statement.