Butong Design
Feb 2018 - Sep 2018
Master thesis project
Team: Me & Agnes Östevik
​
Background
Butong is a company based on their patented material of concrete casted between two layers of bubble wrap, mainly focusing their business on making panels for vertical gardens and light installations. These bigger projects require custom made designs and solutions and creates an uneven workflow. Butong would like to develop consumer products with a more standardised manufacturing process to sell alongside these projects and fill the gaps in the workflow.
​
Goal
We are currently exploring the possibility of creating a new segment within the company. The goal is to help them enter the consumer market with their patented innovation of casting concrete by developing a strategy that includes branding of the new segment and the design of a first product.
​
.png)
Result
A framework for a new business segment, referred to as Butong Design, was created to assist this extension of Butong. Separated from the primary business and yet in close relation to it, the framework supports the development of Butong Design through a clear brand identity, a strategy for its implementation and guidelines to achieve a coherent design.
Alignment with Butong's current business
The new segment is well aligned with Butong’s existing business. With products designed to target both the architectural market that Butong operates in today and the consumer market, the establishment can be facilitated and the business can be extended to reach a larger public. With a standardised manufacturing processes, the production of all Butong Design products can be engaged at any time to make use of the existing workflow gaps. Through this strategy, Butong Design will complement Butong’s current business without obstructing it.
Strategy development
​
See the strategy in the
See the brand identity and the design guidelines in the
Product development
The usage of the design guidelines was demonstrated through the creation of six prototypes, all expressing the brand identity of Butong Design. The concept, most clearly expressing the material properties and the stated identity, was further developed as a possible flagship product to represent Butong Design on the market.
Concepts
Final product
