Crafting Sustainable Luxury for Unique Spaces
Partnered with an Austrian luxury brand to create a refined design language and strategy that integrates recycled eggshells, blending sustainability with premium craftsmanship for high-end venues.
Problem:
PROOX wanted to enter the semi-public restroom market with sustainable products but lacked a clear narrative and design identity.
Insight:
Sustainability in commercial spaces often signals compromise — PROOX needed to elevate it as a luxury cue.
Solution:
The name was trademarked, and the CEO re-engaged us to finalize the system now entering production.
Inspiration and Direction
Embracing Warmth and Nature
The product line’s name and market insights shaped a design direction that stands apart through organic warmth and meaningful storytelling.
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Inspired by Gaia: The name embodied our vision, grounding the design in nature and sustainability.
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Market-driven warmth: Shifted from cold minimalism toward inviting, organic forms to resonate with evolving customer preferences.
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Competitive differentiation: Created a distinctive identity that breaks away from static, overly minimal luxury trends.
Product Family
A Cohesive Design Language with User-Centered Innovation
Developed a unified product family featuring a refined design language and an improved opening mechanism tailored to enhance usability for cleaning staff and key stakeholders.
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Memorable and consistent: Created a clear, recognizable design language that strengthens brand identity.
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User-focused innovation: Redesigned the opening mechanism for smoother use and easier refilling.
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Stakeholder alignment: Addressed needs of cleaning staff identified through stakeholder mapping and strategy research.
Strategy to Assure Circularity
Building Trust Through Strategic Circularity
Designed a clear, credible strategy to address greenwashing concerns and ensure sustainable product lifecycle through collaborative partnerships.
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Transparent sustainability: Tackled market skepticism by openly addressing material and maintenance challenges.
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Strategic partnerships: Proposed collaboration with cleaning service providers like Elis to support circularity and boost sales channels.
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Mutual value creation: Enabled partners to differentiate their services while reinforcing Proox’s commitment to sustainability.
Scope of Work:
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Conducted user and materials research around public restroom behavior and sustainability.
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Framed insights into strategic opportunity areas.
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Developed modular product concepts and refined design language and naming of product line.
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Created brand narrative and visual identity direction.
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Delivered mockups and stakeholder-facing presentation.
Duration:
1 month research
1 month development
Location
Milan, Italy
HQ: Fussach, Austria
Co-Creators:
Sarah Belguendouz
Nadya Wiriaatmadja