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Appti, a new loyalty platform for the Colmar restaurants

Challenge

Connect with the Colmar customers

Colmar was interested to gain more insight in the behavior of their customers, to increase customer retention in their restaurants and to communicate more efficiently with their clientele. Achilles helped Colmar to create and develop a loyalty platform that enabled them connect better with their customers. Essentially, the platform gives additional benefits to the customers of the restaurants in order to increase customer loyalty.  
Achilles Design was involved in this project from Strategy formulation to creating wireframes and prototypes, performing user tests and developing the ultimate design. Achilles designers deployed their strategy, UX/UI & branding design skills to merge modern technology and user-friendly design with the Colmar Brand.
Strategy

Workshops together with the Colmar team

During a series of workshops, we guided the Colmar team in defining the strategy for this new service. We helped them in determining the goal and purpose, and to match the business requirements with customer needs. This process led to a decision in the loyalty program’s mechanism and requirements for the minimum viable product.
Brand design

The Colmar brand

However, part of the Colmar universe, the new loyalty platform needed its own distinctive voice. We helped in creating this new brand extension from brand name to final visual concept. By adopting elements of the Colmar brand identity as a basis, we made sure that the new platform fitted perfectly with the existing Colmar brand. The introduction of Appti-specific illustrations and graphics makes it recognizable and stand out in the restaurant
The development

The Appti app

The development of the application was coordinated by us, together with our development partner Cubitec. The platform is built as a responsive web app, to enable perfect usage on both desktop and mobile devices. It integrates with the existing cash register system and the CRM system to create a seamless loyalty experience for the customers.  
The result
the loyalty platform is currently being rolled out in all Colmar restaurants throughout Belgium and France. At this point, the platform has a user base of more than 6000 users and it is still growing.

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Help people achieve a desired state-of-mind

Challenge

Create a identity that reflects the positive energy and vibe you get by using the Yasu trainer and app

Moonbird researched the importance of the human breathing rhythm and how it affects our mental state. The company came to the conclusion that breathing has a major impact on our wellbeing. As a result, Moonbird developed the device and app called ‘Yasu’, a handheld biofeedback tool that supports users in their breathing exercises, it helps users to find their inner peace and increase focus and concentration in an easy and interactive way. The device can literally be used everywhere and whenever needed. Achilles Design was asked to develop Yasu’s brand identity that fits the purpose of its solution and that supports the emotional goal of using the device – an identity that looks humanly intuitive and that blends well with its natural purpose.  
Before we started designing, we organised a brand sprint. Together with the client we try to get a better understanding of the purpose of the product and to define the user persona they want to reach.
Approach

A strong name needs a strong logo

The client had already defined the brand name ‘YASU’. With a bird as a key symbol and a mood board, we started brainstorming and developing different impressions and generated a number of options Yasu could look like.
Identity for Yasu

Colors and forms

The brand identity had to reflect associations with calm, guiding, balance, care, nature, and sensitivity, which guided us in the creation of a pallet of soft and emotional colours. Positivity, curiosity, science, and coaching were additional characteristics that needed to build a modern and out-of-the box personality. We used the recognisable ‘Yves Klein blue’ to highlights the scientific background.
By adding organic and abstract forms we gave the overall look-and-feel fun and energy without being too explicit in our message.

Colours and photography

Breathing is a natural phenomenon. Therefore, using natural elements in natural light as well as calm surroundings is meant to support the feelings that are related to inner peace and inner self. We worked with certain colours to express the feelings that are associated with using Yasu. Besides that, we also used specifically suitable photography that shows the personas who use Yasu and who have found their desired state-of-mind.
The result
A beautiful and balanced design.
Achilles designed our product, our branding and our website. We wouldn’t hesitate to do it again. The collaboration was fantastic. We could jump in if there was a problem and we loved the end-to-end approach.

Stefanie Broes, PhD

Co-founder Moonbird

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Triggering office-wide trend buzz by redesigning the reporting style

Challenge

Turning factual research results into a broadly appealing report

Creating an information-dense, easy to understand reporting style for trends that invites everyone to start reading.
Colruyt Group has asked our support in creating a trend reporting style that will encourage staff to repeatedly consult and value the content. The reporting style must become a way to get people within the Group energized and inspired when talking about trends. That’s all to trigger new internal innovation projects.
Approach

Understanding the theory to create visual clarity

The trend research team at Colruyt Group works hard on creating high-quality content, and the true value of this content should reach as many colleagues as possible in an engaging way. That’s why our graphic designers firstly had to profoundly understand the trend watching methodology that Colruyt Group applies. Our graphic designers then translate this methodology into clear illustrations that make it easy for generalists to gain a deep insight on the way how certain facts relate to certain trends.
Concept

In a digital age, don’t underestimate the power of print

A high-quality, inviting-to-read printed book that lies around the office is key to the success of this project. The physical presence of these books makes all people within the organization aware of the importance of inspiring and relevant trends for the Group. After a casual read, people can continue reading digitally, but it is actually also important to have it printed such that trend watching gets a positive presence across the office.
The idea is to regularly publish new trend reports – both updates on the same topic and on new topics. The new reports will all be built on the same graphic template to streamline and speed up the publishing process.

Lay-out that breathes relevance for the Group

Typefaces, illustration styles and the color palette all fit the style of Colruyt Group because the document needed to breathe relevance for the Group. We used a composition of white space and photography very consciously to make all content feel generally understandable. Graphic elements were given distinct colors; shapes and sizes to facilitate navigation through the document and illustrations are highly informative while remaining simple enough for the report to keep the reading experience light.
The result
Because the content is conveyed in such a pleasant and appealing way, more people get enthusiastic about current trends, leading to more engagement towards innovation. The goal is to now keep on creating new trend reports through the same engaging reporting language as the first report we did for Colruyt Group.
Thank you for reworking the trend report! We’re all very enthusiastic about it! Fresh and positive design, really invites to read! Top!

Fiona Ketele

Trendwatcher for Colruyt Group

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A premium cycling brand named after the most famous rider ever!

Challenge

Eddy Merckx

Every sport has its legends, but cycling has a living legend: Eddy Merckx, the most successful cyclist of all time, is the top authority on human powered speed. For several years, Eddy Merckx cycles maintained a strategic design partnership with Achilles Design to guarantee a unique design language throughout their entire bicycle range.
Achilles covered the full spectrum of design work by integrating solid industrial design with sleek styling. Achilles Design contributed its distinguished branding and refined graphic design capabilities, from integrating new trends in bicycle design to the graphic layout of the annual sales pitch.
Product design

Power under control.

Eddy Merckx Cycles wants to offer high quality bicycles for demanding racing cyclists. New models all have to fit a distinctive design identity, defined by technical requirements such as stiffness, compliance, geometries and UCI regulations. Complex surface modelling allows us to achieve a good tension between stiffness, stability and safety; technical features like cable integration, seat post clamps, and hardware mounts – all combined in an attractive design.
Brand design

Experience Eddy's racing spirit

All model names are linked to 1 of the 525 victories in Eddy’s incredible career. Each frame is developed around unique characteristics. The graphics should embrace the industrial design. Blending Eddy’s true racing spirit and future market expectations results into a differentiating appearance of each and every bike.
Prototyping

Make styling proposals that actually work.

Rapid prototyping of detailed CAD models is the perfect preparation for mold drawing and advanced composite lay-up technique. We translate functional and behavioral specifications into a manufacturable look and feel for the carbon, aluminum and steel frames of Eddy Merckx Cycles.
Applying graphics on a bicycle frame requires accurate shaping and dimensioning of decals or paint masks. We combine 3D models with hand on cutting and pasting to define attractive but feasible designs.
The result
A complete range of highest quality bicycles for demanding racing cyclists.

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A new and more extended visual identity for Dreambaby

Challenge

Carefree happiness

Pregnancy, giving birth, and raising young children creates demand for baby supplies. Natural requirements for anything that concerns a baby are quality and reliability, trust and comfort. For a retailer in baby supply, it is crucial not only to offer the right products, but to offer information around the subject, share relevant tips and tricks, and to make customers feel understood. Achilles Design was asked to help the brand to develop a visual identity that radiates cheerful comfort. A warm and balanced design that informs and inspires at the same time. It’s not just about selling baby products. It’s about offering (future) moms proper advice, guidance and security.
kid reading
Approach

We combine our expertise

We work in close co-operation with the client, with whom we ran workshops and debriefs. We developed a dedicated communication strategy and determined the most suitable use of colour, typography and graphic elements.
We plan out an ideal scenario with several clear and fixed milestones to lead our way. With each milestone we take a step further down our creative path coming closer to the ultimate result.
Reseach

Market research and desktop research

Before we start designing, we went through a pre-study period, thereby running a desk research on the subject, during which we tried to better understand the customer and her needs. We then ran a gap analysis versus the current look and feel of Dreambaby and developed a new visual identity that closed the gap. The next step was to dissect the existing brand. This helped us to determine the characteristics of topics and to develop a suitable communication strategy.
Visual design

A toolkit for graphic designers

Instead of delivering a rigid corporate identity, we presented a toolkit the designers at Dreambaby can use to explore new boundaries. The tree in the logo was base for this toolkit. Next to representing new-born life and all the growth and blossoming potential it holds, the coloured leaves, which come in all shapes and sizes, can outgrow the tree and create a graphic world on their own, effectively becoming a dynamic logo. Although colours and illustration style are determined, icons can be added at will and new visual stories can be told.
Style elements

Soft Colours and round shapes that accents feminine attributes

As the end customers of baby supplies are typically women, we selected softer colours and rounder shapes for the catalogue, thereby appealing more to women and demonstrating warmth and empathy rather than emphasizing a more neutral and cool quality focus. As both warm colours and round shapes are also associated with baby care, the choice of colours and shapes seemed an obvious way to upgrade the impact of the new visual identity.
The result
Dreambaby has a more focused and relevant visual identity for parents today.

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Dreambee collection with a huge A-factor

Challenge

A collection that can compete with the A brands

Designing a new character for the baby collection of Dreambee, the private label of Dreambaby, is a huge responsibility. For the next two years it will represent everything that Dreambee stands for, reaching a wide audience and competing with the prevailing A brands. It needs to meet a number of conditions before being selected as mascot of Dreambee. It has to be beautiful, trendy and accessible that can be perfectly combined with the basic pieces of Dreambee Essentials. This figure is a true friend of the baby, unbound to a single place within the environment of the child.
Approach

We combine our expertise

We plan out an ideal scenario with several clear and fixed milestones to lead our way. The entire process is done in close collaboration with all parties involved: marketing team, purchasing, brand manager, textile experts and fashion designers. Together we create a full collection of baby products ready for market.
With each milestone we take a step further down our creative path coming closer to the ultimate result.
Design

Colors, patterns and themes

We put al lot of thought into all of the products and toys within the collection.
Product know how

Technical detailing

At last, we choose the right materials and draw up technical specifications for the placement of the chosen character and patterns on each product.
The result
A beautiful collection with a little friend for all babies.

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Contemporary design with a playful retro twist

Challenge

Create a packaging that appeals a young audience

Zeeland’s Roem is part of the Roem Group, Europe’s largest seafood processor. In a very conservative market, their Oyster packaging business somewhat lacked a strong brand recognition and a distinctive profile that would allow them to stand out against their competitors. With a more contemporary design, the company wanted to reach out to a new and younger target group. At the same time, Zeeland’s Roem wanted the new design to show the respect for the company’s long tradition in oyster farming.
Approach

Packaging

For practical reasons the actual packaging (the basket) had to be preserved. So we went for a visual makeover of the top card. Furthermore, we added a small booklet for additional storytelling.
Concept

bright, fluorescent colors and a humorous nod to the traditional

Dutch oyster farming has a long family tradition. Furthermore, competitors often come from the same region or village. So the importance of heritage is sensitive and should not be underestimated. Unfortunately, this often leads to conservative design. The challenge was to come up with an attractive and contemporary brand, without renouncing tradition. As a reference to the long history in craftsmanship, we used engraved illustrations, but with a slight twist to strip it from its ponderous nature. The use of a simple, sans serif font and fluorescent colors gives the packaging an instant contemporary feel and makes it undeniably ‘pop’.

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Restyling Festival Lolands

Challenge

Design a festival event and keep the underlying motivation present

Lolands is the umbrella name for benefit activities with the goal to support A.L.S. research. The biggest attraction is the annual family festival in Scherpenheuvel. The reason for the establishment of Lolands is a very personal story. A good friend, Lorenz (Lo, for the friends) died at a very young age from the consequences of A.L.S. After 5 years of successful editions with an increasing number of visitors, there was a demand for a more professional approach in marketing and communication.
Concept

Graph with content

A festival like Lolands demands a playful and positive look-and-feel, without losing sight of the goal and its underlying motivation. A key requirement of its brand identity therefore has to be that graphics are substantiated and not just empty decorative elements. In this case, one where the tribute to Lo is palpably present during the event.
Deliverables

Functionally

We delivered a new logo, a colorful event poster, and a sponsor recruitment file. We also provided the client with an 'amusement package' of graphical templates, such as an own font and illustrations, with which the organization itself can get to work quickly.
On the emotional side, we have created a red thread that runs throughout our visual brand work as a graphic leitmotiv, symbolizing the thought of Lo, his enormous perseverance and his ability of true friendship. Key messages are: keep the attention for ALS by organizing positive events, help research into A.L.S. by financial sponsorship, and be strong together.
The result
We developed and delivered a new visual identity of a festival that brings A.L.S. to the attention of people in a light, positive, accessible way.
“Achilles Design made us see how to give our festival a different look... In all confidence Achilles kept our festival under the microscope with their knowledge, which created a ‘wow-feeling’ already after the first elaborated proposals with us and especially with me. We immediately saw that professional people were working here. We would never have come up with the ideas that came up at the time. The end result was great for us. The sponsor file got a very fresh look, the posters, the flyers, the banners, the t-shirts .... In short, everything got its own cachet. All this gave our festival its own character, thanks to Achilles and his professional staff. It was a pleasure to work together and we are also grateful to them for that.”

Vincent

Co-organizer Lolands

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A powerful story for a professional investment firm

Challenge

Creating a strong brand that matches Korys’ open-minded vision on sustainable investments for a better world

As the Colruyt family office, Korys is at the same time one of the largest non-institutional investors in Belgium. With a team of c. 30 professionals, the firm typically invests in promising scale-ups and later-stage businesses that are focused around the theme of PPP (People, Profit, Planet). Korys asked Achilles Design to create a brand identity that reflects its sustainability-related guiding principles and investment philosophy. In order to fully understand the essence of the client’s business identity, we first conducted a thorough DNA exercise and closely co-operated with the client to redefine the firm’s mission, vision and values. Based on that, we developed a renewed brand identity, practically from scratch.
Concept

The hazel tree as a source of inspiration

The family name ‘Colruyt’ is derived from ‘corylus’, the Latin word for ‘hazel’. Corylus is also etymologically related to the Greek ‘korys’, which means ‘bearer of fruit’. The hazel tree is robust, has a long lifespan, and has the ability to let an entire ecosystem flourish around it. As such, a hazel tree represents a perfect analogy to our client’s vision of investing. The hazel is therefore the core theme on which we built our client’s brand story.
We developed a clear and transparent story, easily accessible, and profoundly substantiated and supported the brand further and deeper through suitable photography, language, interior, architecture, and a focused choice of colours and materials. The client’s new visual identity is now reflected in practically every of his external communication.
The result
As a final result, Achilles Design produced deliverables related to storytelling and relevant visualisations that represent the brand’s essence and that support the brand’s credibility.

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Delivering a smooth grocery pick-up service

Challenge

Support and optimize the on-site customer journey

Creating and organizing the spatial elements, being architecture, interaction modules and signalisation to ensure a smooth and branded service delivery for grocery pick-ups. In 2015, Colruyt Group asked us to redefine the grocery pick-up service “Collect & Go”. Doing groceries is often looked at as a nuisance, requiring significant efforts and time. Offering an e-commerce solution can offer relief, on the condition that an excellent service and experience of receiving the goods is provided. Together with their internal design team, we were tasked to design the on-site spatial elements and the user flow to position the service as a fast, dedicated, cost-and-client-friendly service provider.
Approach

Analyzing, designing and service scenarios

By analyzing different pick-up types, interviewing consumers and employees, and performing service safaris of both the current and competitive services, we laid out a framework that enabled strategic input and evaluation of design decisions for the customer journey and experience. This was used to initiate a collaborative process of designing new scenarios, tapping into the knowledge of a multidisciplinary team of marketeers, strategists and designers. Newly developed scenarios were used to list and describe the processes and touchpoints that had to be designed or redesigned. Using the criteria, such as total service delivery time, a broad array of solutions were developed: interaction modules, architectural solutions and signalisation concepts.
Moving through iterations and prototypes Gradually adding more detail and integrating partial solutions, we matured the service concept by testing and modifying service flows, architectural designs, interaction modules, interaction concepts and wayfinding. What started with cardboard & paper prototypes and ended with a fully functional prototype.
Concept

Spatial service system

The value of its solution is not only how well each individual component is designed. The real value is sum of all its parts, how well they integrate into each other. Reducing the time you spend on picking up your groceries, will depend on the time it takes to understand the architecture, which will be supported by wayfinding solutions or how car-friendly the site is. It will also depend on the time spent on interaction modules, such as the scanning or checkout-module, where the shape of the hardware and or comprehendability of the screens is important. It will even depend on how well you can maneuver your cart through each passage.
The result
The result is a grocery pick-up service point, that is easy to understand and faster in use. It puts more emphasis on supporting and informing the user during the entire journey, from entering the site, to exiting with your groceries.

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An authentic design for a restaurant of the future

Challenge

Develop the restaurant concept of the future

The Colmar Group hired us to develop the restaurant concept of the future, combining authentic, healthy, and traditional food with more efficient service and production processes, while rejuvenating its client mix. Can you combine sourcing and retaining good personnel, keeping operating costs under control (of which personnel costs are typically by far the largest category), optimizing service levels & processing times, while ensuring a comfortable, relaxed, and positive customer experience in order to maximize client retention.
In this project, Achilles deployed its Branding, Interior-, Service Design, and Innovation Consultancy disciplines to come up with a holistic restaurant concept that combines the authentic and rustic look-and-feel of a traditional and trustworthy restaurant with modern technologies and processes.
Visual identity

Look-and-feel reflects the restaurant's core values

In order to retain the traditional human interaction with the customer, the dishes are served by a waiter – therefore, the customer experience is comparable to that of a more traditional restaurant. The restaurant’s interior, its choice of colors, materials, light, and decoration are all carefully selected and curated to holistically reflect and support the restaurant’s characteristic.
Service design

Minimal processing times

In its restaurant, clients can order their dish via a practically self-explanatory digital menu card on an iPad that is available on every table. The digital application gives tips and provides background information where required. Customers can therefore autonomously order their dish, but a waiter is available in case of questions. The digital order system ensures equal customer attention and a timely order and preparation process.
Service design

Open kitchen concept

In its kitchen, the choice of dishes is optimized such that no experienced chefs are required. Instead, while the overall menu variety is satisfactory, dishes are composed of a reduced number of pick-and-place ingredients. A high-temperature conveyer furnace prepares the dish to perfection within a couple of minutes. Consequently, the number of required personnel in the kitchen is reduced to a minimum, while at the same time ensuring minimal preparation times for customer dishes.
The result
Operating efficiencies have been substantially improved, and actual human involvement is reduced to a minimum.

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Kangourou’s epic-design school supplies

Challenge

Up-market school supplies whit an epic design for teenagers

Our client asked us to design an original look for its school supplies and the packaging thereof.
Approach

Immerse in the world of young people

We immersed ourselves in the world of youngsters and to find out what they like. We found that they want hip and cool school supplies to show off. Young generation Z-ers require awesome gadgets that are cool, chill, and ‘epic’, and we gave them just that – with a wink and a nod to the parents.
Concept

Let's doodle!

Doodling (i.e. scribbling) is something nearly all teenagers do – whether consciously or unconsciously. Names, drawing and logos are scribbled all over pencil cases, notebooks, and book bags. Their drawing style is often influenced by comics, cartoons and (animated) films.

The design

Our starting point was a large and very crowded drawing in the style of a doodle that shows all attributes of the world of teenagers. Kangourou's school products, and what they are used for, are all incorporated in the drawing. This ‘master visual’ is used as a visual system, which is returning on all product packages with slight variations by highlighting a different focus point.

Packaging

By rotating the master visual, we could constantly generate a new fragment of the doodle. Every product category therefore has a different doodle fragment on its packaging, showing a scene that focuses on the product in question. We also use variations in the background colours. No monotony, just a cool and chill design. It makes learning more fun!
The result
From packaging to product range As it turned out, the doodle was also very useful as a pattern on a product range of stationery, wrapping-papers and a variety of school equipment.

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It’s in the bag!

Challenge

Develop each year a range of school bags for all ages

Kangourou, a private label of Colruyt Group, offers a wide variety of school related products. Together with the rebranding of their writing supplies, Achilles Design also helped to develop their range of school bags.   Kangourou offers satchels and backpacks for children of all ages, from toddlers to tweenies to teenagers. With all of these ages having different needs and ideas about what is trendy, it is hard to create a line which seems coherent and lives up to the brand, unless you have a solid handle on the core values of the brand. From this foundation you can build up the range. The functionality of the individual bags and the look and feel are thoroughly analyzed and improved upon year after year.
Inspiration

Trendwatching

Mood boards on current trends inspire our fashion designers to create new characters, illustrations, prints, patterns and color palettes. They also take a closer look at different fabrics and sewing details.
We invited children in the age groups ranging from kindergarten to teenagers to our co-creation workshops. During these workshops, we gathered feedback on our first designs and let them work on their own ideal school bag. Like this, we learn what is trending.
Survey

The children choose via custom made online survey

In the next stage we ask a large group of children to review our designs in a custom made online survey tool. By scoring different designs and adding comments on why they do or don't like a design, the favorite designs come forward.
Ready for production

Optimizing the functionalities of all different models

Handy zippers, additional pockets, attractive labels, durable velcro, reflective piping for safety and a rain cover for common Belgian weather conditions.
The result
Working with children gave us the fresh perspective that allowed us to set up an inspiring range of products.
"I prefer story-doing over storytelling. No fairytales but real stories, made by children."

Sofie Priels

Brand Manager

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Reinventing the drinking bottle

Challenge

A modern and appealing drinking bottle that is fun to use

Kambukka hired us to develop trendy drinking solutions for people on the go that suit every occasion. By combining aesthetics with smart functionality, we helped them to realize a broad range of drinkware that fits everybody’s lifestyle and personality.
Approach

Together we stand stronger

To meet the needs of different kinds of consumers all around the world our product designers, branding experts and innovation consults had to work in close collaboration with the Kambukka management. Achilles Design accompanied the client in the whole process, from early sketches to industrial production.
Concept

A smart range of thermal and water bottles

We like to introduce you to Etna, Olympus, Elton, Lagoon and Reno. All of them fully leakproof, available in fashionable colors and providing a smooth drinking experience thanks to the patent pending product features.
Innovations

A lid for any occasion

Do you like your drinks icy cold on a hot summer day? Just combine a thermal mug with the lid of a water bottle. You can mix and match all bottles and lids to customize a perfect drinking experience.

Snapclean®

Snapclean® makes them very easy to clean. Just pinch and pull to remove the inner mechanism and prepare the lid for a thorough dishwasher cleaning.

3-in-1 lid

Slowly waking up behind your desk with your morning cup of coffee in hand is a different kind of setting than hastily knocking back an espresso on your way to your next meeting. That’s exactly why the 3-in-1 lid has multiple positions: 'push to drink', 'always open' and 'locked'.
The result
Don't think, just drink! At first, Kambukka launched its products in Europe, but later also in China, Canada, Russia and Australia. Effectively, Kambukka pushes the boundaries in an ever-growing market of reusable drinking bottles.
Starting with a rough concept of many loose ideas, we succeeded, together with Achilles, in not only omitting the superfluous, but also in making many difficult decisions. Slowly but surely Kambukka became a real brand with its own typical design language.

Sabrina Ruzzi

Marketing Manager Kambukka
There are too many products of inferior quality. We do not only work with high-quality materials, but pay attention to finish and ease of use.

Stijn Lowette

CEO Kambukka

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