An Austrian company specializing in luxury bathroom accessories, catering to high-end boutiques, museums, theaters, and other premium semi-public spaces, engaged our team to develop a comprehensive design language and strategic approach for their new product line. The challenge was to incorporate an innovative material—recycled eggshells—into the design, reflecting both the company’s commitment to sustainability and its reputation for sophisticated, high-quality products.
Duration
2 months
Location
Milan, Italy
HQ: Fussach, Austria
Co-creators
Sarah Belguendouz
Nadya Wiriaatmadja
inspiration and direction
Before even finalizing the design, my team and our client fell in love with the name GAIA, for the new product line. The concept behind the name informed our design choices greatly.
It also was aligned with our market research that showed trends moving away from static, ultraminimalist, and "cold" designs to something more organic and "warm". Allowing us to stand out in the competitive market.
Product Family
Along with a new coherent and memorable design language, we also redesigned the opening mechanism for smoother opening and refilling for cleaning staff, which we wanted to better communicate and connect with given our stakeholder mapping and strategy research.
Strategy to Assure circularity
To avoid issues with market concerns around "Green Washing" as well as maintenance and communication on the new material, there needed to be a strategy around how to address these concerns.
With Proox's having a small infrastructure/network, we proposed a strategic partnership with cleaning service providers, using Elis as an example. This partnership would make a great impact on potential sales channels as well as assure the circularity of the new product while allowing service providers to stand out in their offerings and values.
