Case study - Smart Design

Clever and Tasteful Kitchen Design

 

This project is a collaboration with Business & Marketing Strategist Ilona Jut. Smart Design Keuken Studio needed a full redesign to reflect its unique approach: offering smart, tasteful kitchen solutions that maximize value through innovative design and strategic deals. More than just a brand update, this transformation required the team to embrace and communicate the Smart Design philosophy.

 

To embody this idea, we created a new logo featuring a paperclip in place of the “A”—a symbol of simple yet brilliant problem-solving. The paperclip became a key storytelling element: customers received it as a keepsake with an explanatory booklet, employees wore it as a pin, and a paperclip trophy was introduced for an annual team quiz on the Smart Design method. This cohesive visual identity and internal engagement strategy ensured that both customers and employees fully embraced the Smart Design philosophy.
 

What the client says
“Thank you for what you did for us, great job!” - Enno Grinn