From idea to ritual: the design behind FUMIX

Every product we ship goes through the same five-stage process: provocation, sketch, prototype, ritual test, and tear-down.

Provocation is where we ask the uncomfortable question. For ARC, it was 'why is every disposable shaped like a marker pen?' For KRISTAL it was 'why are we hiding the engineering?'

Sketch is the cheapest stage and the most ruthless. We kill more ideas here than anywhere else.

Prototype is where the object meets the hand. We hold it. We pocket it. We pull it out a hundred times. If it doesn't feel right, it doesn't move forward.

The ritual test is unique to us. We watch real people use the device for two weeks — not in a focus group, but in their actual lives. We're looking for the small moments that tell us whether the object has earned a place.

Tear-down is the final filter. If we can't justify every component, we cut it.