When evaluating design and products in general we do that according to a set of values, these values can be part global part cultural and part private, when working according to these values we turn them in to principles (for our own process), the principles is also a good way to distinguish one design-firm from another.

We consider simplicity a very high value, we believe a design have to make one clear statement (and usually only one), the design principles serves as the foundation for evaluating the designs, during the design process all criteria will be evaluated according to the design principles, in a few words and ordered by rank:

-Simplicity in all aspects
-Strong statement in shape and material
-Creating an experience for the end user
-User behavioral design
-Form follow function
-Industrial production


In order to create a final product with the aesthetic values we are looking for, and also being optimized according to our other criteria (such as user experience, production and transportation), we include all of the product needs in our design process, it will roughly be as follows (all designers have a more or less standardized way of developing but not all will describe it). It is important to remember that the process alone have no usage if one can not distinguish the quality of different solutions, and to do this we use our “Design principles”

  • Research and define

    In this phase we will try to make a clear image of the task ahead. We will define the product to be designed with a few words. We will also try to pinpoint important details of added value and roughly the materials involved. The tasks are:
    -Design brief ( functional): kind, materials, etc.
    -Design brief ( non functional): user, appearance, etc.
    -Identify major assets in the product to make it a success
    -Competitive analysis
    -Company / product identity analysis
  • Concept development

    At this point we will start the innovative process, conceive the ideas that will be the foundation of the product, we will start with many solutions and then narrow down to those needed:
    -Creating alternative solutions
    -Selecting the right solutions
    -Creating presentations of the chosen designs
  • Optimization and detailing

    At this point we have identified the aesthetic values of the products, and will refine it in accordance with suitable production methods for the chosen materials:
    -Proportions and ergonomics
    -Production and Detailing
  • Test, evaluation and finalizing

    This is the time to correct details by evaluating the prototypes and decide the last parts in close contact with the production plant:
    -Modifying to maxify goals (design / production)
    -Finishes (colors etc.)
  • PR

    This is when we communicate result to the market, emphasizing the unique selling points in the applied channel in regard to the user or their representative.
    -Brand name / Logo
    -Catalogue / Website