Industrial Design · Beauty & Wellness Hardware

Design for every moment a product earns its keep.

For DTC founders who know the product is the last unfakeable brand asset.

Tell me about your product → See the work

iF · Good Design · 11 years in Japanese hardware

Trusted by

Hello Klean Burst Noend

Why product design

The brands that endure are the ones whose products do the work.

Growth used to be an attention game. That game is getting expensive. The brands pulling ahead build objects that earn trust where no ad can follow — the first time someone holds the product.

I've watched great technology fail because no one wanted to hold it, and plain objects become beloved because the design earned trust before the claim. The difference was never the spec sheet.

When a product earns trust at first touch, it does work no ad budget can replicate.

Trust at first touch asks for three things.

  1. 01

    Trust that travels.

    What reads as premium shifts by market, by continent, by hand. An aesthetic formed across cultures lands native — never translated.

  2. 02

    Trust that survives the factory.

    Beautiful on screen is easy; beautiful in the hand is where most products die. Eleven years inside Japanese manufacturing is why the weight, the finish, the fit arrive intact.

  3. 03

    Trust that compounds.

    It isn't won in a hero shot — it's the unboxing, the first click, the hundredth use. I design all of them, not just the first.

Selected Work

HelloKlean shower filter, showerhead and Filter 01 box in morning light

CMF Strategy · Industrial Design2024

HelloKlean

A plumbing component, redesigned as a skincare-ritual object — photographed by customers, unprompted. Then: a strategic investment from Brita, and a Selfridges listing.

Read case study →
Noend Air Blow hair dryer, triangular ergonomic form

Industrial Design · Japan2022

Noend Air Blow

One triangular form that solved grip fatigue — then turned out to move air better, too. Featured in Kaden Hihyoban Best Buy, Japan.

Read case study →
Purest Flow humidifying air purifier in a sunlit room

Industrial Design · Japan2019

Purest Flow

A humidifying air purifier that explains itself without a word — status read as light, not code. iF Design Award, and a Good Design Award.

Read case study →
Cadre BioFresher chrome display window

Industrial Design · DTC Wellness2023

Cadre BioFresher

A food sanitizer designed to earn the most curated surface in the home: the kitchen counter. IPX7-waterproof. Displayed by choice, not accident.

Read case study →

The Process

From first question
to factory floor.

A beautiful render is easy. A product that still feels like the render at unit ten-thousand is not. Closing that gap is the work — and it starts long before the first sketch.

Jinni Zhang at the concept wall, mid-project

Concept wall, HelloKlean — every direction earns its place or comes down.

Before the first sketch

  • Where is the brand going next — and does this product take it there?
  • Will it still feel premium at the ten-thousandth unit, not just in the render?
  • Can we build it at a margin that holds as we scale?
  • Does it extend the line, or quietly fragment it?

Answering these is design's first job. Styling comes after.

Jinni Zhang at the concept wall, mid-project
Concept wall, HelloKlean — every direction earns its place or comes down.
  1. 01

    The question

    Where the brand is going, and the moment this product has to earn trust.

  2. 02

    The form

    Design language resolved until the object feels inevitable.

  3. 03

    The proof

    Engineered so unit ten-thousand still matches the first render.

  4. 04

    The floor

    Beside the line through tooling and first production.

Most design engagements end at handoff. Here, handoff is the halfway point.

The Studio

“The moment a person falls in love with an object happens before they understand why. That is where I work.”

A few brands at a time. No more.

Not scarcity — attention. Each product gets the hours it needs to become the one customers keep. If you're building something that has to earn its place on the counter, tell me about it.

Tell me about your product →

No pitch deck required · Reply within 48 hours