5X5® in Bilbao
Together with the Spanish organisations Bilbao Ekintza and EIDE, the Basque Design Association, the 5X5® BILBAO programme has been developed since 2024.
Within this programme, four design professionals – two from Bilbao and two from Kortrijk – work together with four Basque companies for one year on the development or redesign of one of their products or services using design methodologies.
The results will be shown in October during the Wonder Festival in Kortrijk (16 October – 2 November), then in Bilbao during Bilbao Bizkaia Design Week (20–28 November), and later in the cloister of the University of Deusto and in the lobby of BEAZ.
In a scenography designed by Roel Vandebeek and Multiform.
ECO ABRA: Packaging and branding for a new line of industrial cleaning products
Jabones El Abra is a company from Bizkaia that has been producing industrial cleaning products since 1946. One of the goals achieved in 2025 is the launch of the new ECO-ABRA line of concentrated products in Bag-in-Box format, for textiles and dishes.
Brand Creatiers is a branding and design studio based in Bilbao. The agency works in various areas of design and brand communication, participating in projects that include both physical and digital products and services — from consulting, analysis and strategy to implementation — and in some cases even integrating itself as an internal design partner.
The Bag-in-Box format is a packaging system that originated in the wine industry and consists of a plastic bag with a dispensing valve in a cardboard box. The three main advantages of this system are cost efficiency, functionality and sustainability.
Brand Creatiers carried out various processes, including a benchmark analysis, to properly understand the needs and generate interest in the launch of the new product line.
The design challenge was to create a new identity for both the brand and the packaging.
The main creative solutions were:
- A unique visual code that is recognisable and applicable to various elements of the brand. This concept was applied to the various components of the new ECO-ABRA brand: the logo, product names and other communication tools.
- A manual marking system for the packaging, which allows the outer cardboard box to be personalised in very small print runs.
- The information layout on the labels was revised and simplified to improve readability for users.
This product line meets customer needs with attractive packaging and labels and represents a qualitative leap forward from previous products with traditional formats. The design and methodological knowledge applied will be used in the launch of new products and the improvement of existing products.
ASIMOB: Redesign of web application to improve user experience
ASIMOB is a Data as a Service (DaaS) company that develops and sells the Autonomous Road Inspector and the Autonomous Inspector. The system detects the condition of streets and roads using artificial intelligence and image recognition, with the aim of making maintenance more efficient, identifying road safety risks and facilitating the arrival of autonomous vehicles.
UXpertise is the design studio of freelance product designer Lieven Degrauwe. He studied UX in London and Amsterdam and has been working as a digital designer in various sectors for over ten years.
The web application that allows users to view results is a crucial element of ASIMOB's services. This app allows users to assess the condition of assets (traffic signs, road markings, crash barriers, road surface condition, night vision analysis), analyse defects and view evidence in the form of data, video or photos.
The first version of the web app offered basic functionality, but required improvements in terms of usability and visual appearance.
The collaboration between UXpertise and ASIMOB resulted in a more intuitive platform that focuses on the user experience and lays the foundation for future expansions with new features.
All this thanks to a creative and collaborative design experience!
GarbiAir: Functional and aesthetic redesign
Bromalgae, founded in Bilbao in 2018, is an innovative technology company that develops chemical and biological precision solutions to reduce pollutants such as CO₂ and NOx generated by combustion processes, with the aim of promoting a more sustainable future.
PARS PRO TOTO is an innovation consultancy based in Ghent (Belgium) with 30 years of experience in helping companies grow at all levels. By innovating in products, brands, services and strategy, the agency creates sustainable benefits that combine insight, creativity and empathy for meaningful, lasting impact.
The challenge was to redesign the GarbiAir product from an aesthetic and functional point of view. GarbiAir is an advanced solution based on microalgae that reduces pollution in cities and industries, contributing to cleaner and healthier air.
A design thinking workshop was used to identify opportunities for improvement and develop various scenarios. During a company visit, the existing products and their use were analysed, after which the design strategy and key challenges were defined:
- urban integration
- a new formal design language
- improved ergonomics
- optimised maintenance and service
- functional compactness
A formal language was developed based on the concept of a 'skin', which allows adaptability to different environments. Ergonomics were revised to improve access to the photobioreactor, and modular systems with integrated furniture were explored for better urban integration.
The result is a more accessible, compact and aesthetically flexible GarbiAir, whose simplified architecture facilitates production, installation and maintenance. This project demonstrates how design creates tangible value by balancing functionality, aesthetics and feasibility.
Breezy premium redesign
Sunrise Medical is a multinational group with production facilities in Germany, the United Kingdom and the United States. The facilities at the Bakiola Industrial Park employ 100 people and cover 7,500 m². Production focuses on three product families – manual wheelchairs, electric wheelchairs and hospital lifts – which are manufactured to order with delivery within 24 to 48 hours.
Héctor Lezaun, a freelance industrial designer operating under the name conceptHACHE, combines international training and a multidisciplinary background to bring an open vision to design. His approach is conscious, strategic and timeless, with the aim of creating sustainable and meaningful solutions.
The project focused on improving three key components of the premium manual wheelchair model: the armrest, the footrest and the upholstery.
The main goal was to simplify the design, enhance the visual impact, reduce the number of components, speed up assembly and lower production costs.
The 5×5 programme enabled Sunrise Medical to approach product innovation from a broader perspective, focusing on cost savings without compromising on quality.
The collaboration with the designer brought a more creative approach, with ideas that Sunrise Medical might not otherwise have considered.
This combination of perspectives led to solutions that combine efficiency, aesthetics and added value for the user.
The project reaffirmed the importance of design throughout the entire process — from concept and use to production — in order to achieve a strong end product.
Stan Dewaele
Stan is the link between the industry and the designers. Under his coordination, the innovation processes with companies and designers take shape. As coordinator of the open makerspace BUDA::lab, he keeps his finger on the pulse of the makerspace world.
