Product Leadership
Material Behavior
Algorithmic Nature
Culture & Research
Product Leadership
Strauss Water
From in-house design leadership
to 0-to-1 studio projects
Strauss Water
Head of Design
Guided a 50-year-old market leader through its transformation into a global, multi-product brand.
Bridged industrial design and UX across a 3-year product pipeline.
Brought breakthrough consumer products from 0-to-1 while directing tier-1 global and local design agencies and establishing next-generation experience&design languages for new product
categories.
Product Design from concept to shelf-
Edge+Bubble
Shabbat
Tami4Tap
ChillPro
to 0-to-1 studio projects
Strauss Water
Head of Design
Guided a 50-year-old market leader through its transformation into a global, multi-product brand.
Bridged industrial design and UX across a 3-year product pipeline.
Brought breakthrough consumer products from 0-to-1 while directing tier-1 global and local design agencies and establishing next-generation experience&design languages for new product
categories.
Product Design from concept to shelf-
Edge+Bubble
Shabbat
Tami4Tap
ChillPro
Edge+Bubble golden samples
Edge+Bubble
The challenge was to offer a new and affordable sparkling water experience in a market dominated by SodaStream. We developed a new experience that uses cold, pure water from the main water bar and carbonates it on demand at any volume you desire.
The add-on sparkling product was built as a dedicated machine for all carbonation mechanisms and pouring experiences, making actions clear and reliable.
Since the main screen on the existing water bar was our starting point, we decided to keep the add-on buttons tactile. However, we developed a supportive digital LED experience offering visual feedback for all product processes and statuses (pouring, changing the canister, and maintenance).
Scope:
Creative Direction
Product Experience & Design
Detailed Design
CMF
Credits:
Design Agancy: Manyone TLV
In-house Designers: ID Guy Rosenstine &
UX Idan Orbach
Product Leadership
Knit-Ketter Group
Can a mass-produced material carry the warmth and richness of a hand craft?
For Keter Group, I developed a design language that translates the tactile logic of hand-knitting into injection-molded plastic: a full collection of planters, poufs, outdoor furniture and accessory systems, sold worldwide under the Curver brand.
Scope:
Creative Direction
Concepts
Product Design
Detailed Design
Credits:
In-house team: Eran Bachar & Lihi Svirsky
For Keter Group, I developed a design language that translates the tactile logic of hand-knitting into injection-molded plastic: a full collection of planters, poufs, outdoor furniture and accessory systems, sold worldwide under the Curver brand.
Scope:
Creative Direction
Concepts
Product Design
Detailed Design
Credits:
In-house team: Eran Bachar & Lihi Svirsky
The main challenge of the project was to reinterpret the emotional and tactile qualities of knitting within the world of plastic products and injection molding technologies without compromising the sensory character of the original craft.
To achieve this sensory quality, we studied the behavior of knitted structures, analyzing everything from stitch formation, weight, shrinkage, density, and movement, to the development of a surface and morphological language.
Every morphological challenge such as how to shift from a bottom surface to a curved surface, how to end a knitted line, how a pattern should evolve across changing diameters, or how the knitted surface should behave around technical details- became an opportunity for detailing, ultimately forming a comprehensive vocabulary of form and structure.
Most of our design details came from researching traditional methods rooted in complex craft structures, alongside the freedom to combine weaving and knitting techniques.