Achilles Design is a Belgian design office specialized in strategic design for a broad range of industries. Strategic, meaning that each project is approached from the relationship between product, brand and service. These are strongly tied to each other and it is there where true innovation can be found. In this process, the user stands central, and it is the ultimate goal to make their experience as positive as possible. A positive experience with products and services leads to a positive experience with a brand and strengthens the brand image. The brand image and the relationship between the client and the brand are important factors in the innovation process.



Turning product ideas into concepts and then translating them into completely production ready parts. Achilles Design delivers a complete product development package, from the initial generation of product ideas and concepts, to product engineering, to delivery of production drawings and initial production follow-up.

This calls for an inter disciplinarian cooperation and a wide ranging scale of expertise. Achilles has a lot of expertise in house, and for what we don't have we use a network of external partners.

Our main expertises are engineering (mechanical, electronic, manufacturing, assembly), prototyping, CMF (color, material & finish), user centered design and user interface design.

Achilles Design oversees the design of circuit boards for optimal integration within products. For the engineering of electronics, Achilles Design works with two different partners: Zenso and Dekimo.

User insight is crucial in product design. Human centered design is a manner in which to collect and use this insight in the design process. This delivers better products that speak to customers and offer a positive experience.



A brand is essentially the user experience and perception around products and services from a company. Branding is the process of defining the total experience that you want to impart on the consumer. Therefore, branding is not a simple isolated matter of logos and slogans. It is the implementation of the brand story in all products, services, communication that fall under that brand.

Successful branding connects your customers to your offerings and each other. This in turn creates added value and loyalty.

For Achilles Design, the core values of a brand are always the main driving force throughout the design process. A brand has to offer a clear message, and this has to be visible, tangible and useful for the client. This is the heart of creating a successful brand experience. We help our clients identify and narrow in on their true brand identity and brand beliefs. The goal of this is to realize a relevant market position with real business value. For this, we offer a holistic approach with incorporates many different research and design techniques.

Beyond the updating or creation of brands, Achilles has a unique set of skills in brand-driven product development. Many businesses invest large sums of money into communication of their brand values through the use of marketing and advertising but forget what potential their products have as brand ambassadors. We help companies to place their products in the center of their brand story.




Service design is the process of applying design thinking and techniques to the service industry. The intention is to optimize the customer experience into an efficient and positive one. Service design helps to create services, or improve existing services.

The goal is to make the service more user-friendly, functional, efficient, and enjoyable for the end-user, service provider, and any other stakeholders. The result can exist in tangible as well as intangible forms, such as a better client flow, graphic communication, software solution, etc.

The methodology consists of an integral approach from which the service, and all it's touch points, are seen from the standpoint of the user, and all other stakeholders.

The approach consists of four main steps:

  1. Exploration: research into the experience of the stakeholders (clients, service providers, etc.).
  2. Idea generation: generate new ideas and concepts for an optimum service. This again can be seen from the different stakeholders.
  3. Testing: the new concepts are tested with a variety of ways in order to be able to make fundamental decisions.
  4. Service plan: this report consists of guidelines that lay out how all parties are to implement the new service offerings.


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