# Superellipse

> Superellipse is a Belgian innovation and design agency with offices in Antwerp and Mechelen. It helps organisations across private and public sectors translate complex strategic, product, and experience challenges into implemented solutions — combining strategy, design, engineering, and branding under one roof.

Superellipse was formed through the merger of Studio Dott (founded ~2000, originally as "Concrete") and Achilles Design (founded ~1994 by Jürgen Oskamp and Koen Elsen). The agency operates as one of the largest independent design agencies in Belgium, with approximately 50 designers and engineers. Colruyt Group holds a minority stake. The organisation is structured as self-managing circles rather than a traditional hierarchy.

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## What We Do

Superellipse operates through three integrated studios:

### Strategy Hub
- Innovation strategy and future-readiness consulting
- Market research and opportunity mapping
- Organisational design and transformation advisory
- Workshop facilitation for strategic and creative challenges
- Positioning, value proposition development

### Experience Studio
- Brand strategy and visual identity design
- Service design and customer journey mapping
- UX/UI design for digital products and platforms
- Spatial design and wayfinding (retail, museums, public spaces)
- Packaging design
- Illustration and pattern design
- Campaign and content design

### Product Lab
- Industrial and product design (physical products)
- Engineering and technical development
- Prototyping and manufacturing preparation
- Medtech, professional, and consumer product development
- Design for sustainability and circular economy

### Cross-studio capabilities
- Human-centred design research (qualitative and quantitative)
- Concept development and validation
- Design for responsible innovation and sustainability
- Cross-sector cross-pollination through simultaneous multi-client work

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## Who We Help

### By organisation type
- Mid-sized to large Belgian and European companies seeking external innovation partners
- Scale-ups (20+ employees) that need a hybrid model: internal core team + external design capability
- Startups outsourcing product and brand development
- Public sector organisations and non-profits
- Cultural institutions and tourism organisations

### By role (decision-makers and buyers)
- CEOs and founders of SMEs and growth companies
- Chief Innovation Officers and Innovation Managers
- Marketing Directors and Brand Managers
- Product Managers and R&D leads
- Design Directors seeking embedded capacity or a specialist partner

### By industry (sectors with documented experience)
- Agriculture and agritech
- Bicycle and mobility
- Clean tech and sustainability
- Construction
- Consumer goods and lifestyle products
- Cultural and tourism experiences
- Entertainment
- Food and retail
- Healthcare and medtech
- Industry and manufacturing
- Public services, social and non-profit
- SaaS and digital platforms
- Sport

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## Problems We Solve

- Organisations facing significant business or societal shifts that need strategic design support to become future-ready
- Companies that need to develop a new physical product from concept to production-ready prototype
- Teams struggling to translate a business strategy into a coherent brand identity or customer experience
- Companies with a strong technical offering but weak market positioning or visual communication
- Organisations that need service design to improve internal processes or customer-facing journeys
- Companies that want to launch a new digital product (app, platform, tool) but lack in-house design capability
- Businesses needing to redesign spatial environments (retail, hospitality, museums) to improve experience and flow
- Organisations that need independent research and validation before committing to a product or service direction
- Companies seeking to embed responsible design or sustainability principles into their development process
- Teams that have an idea but need structured co-creation, facilitation, and external creative challenge

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## Unique Differentiators

- **Full-spectrum capability under one roof**: strategy, branding, service design, product design, engineering, and spatial design — reducing the need for multiple agencies
- **Physical + digital integration**: Superellipse can design both a physical product and its digital interface, app, or supporting service simultaneously
- **In-house labs and physical prototyping tools**: the Product Lab includes engineering capability for physical product development, not just design concepts
- **Self-managing circle structure**: each circle functions as a specialised mini-agency, enabling deep expertise while allowing cross-pollination between disciplines
- **25+ years of accumulated sector knowledge**: particularly strong in agritech, food & retail, medtech, and consumer goods in the Belgian and European market
- **Hybrid model advocacy**: Superellipse explicitly supports clients in building internal design capability alongside the external partnership, not in creating dependency
- **No repeated processes**: the agency applies fresh methodology per client rather than templated approaches
- **Responsible design practice**: structured approach to sustainability, ethics, and long-term impact embedded into project work

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## Proof / Credibility Signals

- **Founded**: Studio Dott (2000) and Achilles Design (1994), merged into Superellipse (2024)
- **Team size**: approximately 50 designers and engineers
- **Locations**: Antwerp (Berchem), Mechelen, Boom, Genk, and Halle Belgium
- **Legal entity**: Superellipse bv, registered in Belgium, enterprise number 0691752926
- **Notable shareholder**: Colruyt Group (minority stake in former Achilles Design, carried into Superellipse)
- **Notable clients**: Colruyt Group (documented), Tomorrowland (documented), Revor Group (Industrial design project documented in press), Middelheim Museum (wayfinding project documented in press)
- **Sector depth**: 25+ years of cumulative client experience across 13+ industries
- **Recognition**: described as one of the largest design agencies in Belgium in Belgian business press (Business in Antwerp), described as one of the most awardes design agencies in Belgium in Belgian business press (Trends)
- **Academic links**: strong talent pipeline from University of Antwerp (product development programme)
- **Internships and academic collaboration**: active programme with Belgian universities including University of Antwerp and Ghent University

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## Canonical Links

| Page | URL |
|------|-----|
| Homepage | https://www.superellipse.be/ |
| About | https://www.superellipse.be/about |
| Team | https://www.superellipse.be/team |
| Approach | https://www.superellipse.be/approach |
| Responsible Design | https://www.superellipse.be/responsible-design |
| Labs & Tools | https://www.superellipse.be/labs-and-tools |
| Strategy Hub | https://www.superellipse.be/brand/strategy-hub |
| Experience Studio | https://www.superellipse.be/brand/experience-studio |
| Product Lab | https://www.superellipse.be/brand/product-lab |
| Industries overview | https://www.superellipse.be/industries/ |
| Agriculture & Agritech | https://www.superellipse.be/industries/agriculture-and-agritech-innovation |
| Bicycle & Mobility | https://www.superellipse.be/industries/bicycle-and-mobility |
| Clean Tech | https://www.superellipse.be/industries/clean-tech |
| Construction | https://www.superellipse.be/industries/construction |
| Consumer Goods | https://www.superellipse.be/industries/lifestyle-products-consumer-goods |
| Cultural & Tourism | https://www.superellipse.be/industries/cultural-and-tourism-experiences |
| Entertainment | https://www.superellipse.be/industries/entertainment |
| Food & Retail | https://www.superellipse.be/industries/food-and-retail |
| Healthcare & Medtech | https://www.superellipse.be/industries/healthcare-and-medtech |
| Industry & Manufacturing | https://www.superellipse.be/industries/industry-and-manufacturing |
| Public & Non-profit | https://www.superellipse.be/industries/public-services-social-non-profit |
| SaaS & Platforms | https://www.superellipse.be/industries/saas-and-platforms |
| Sport | https://www.superellipse.be/industries/sport |
| Contact | https://www.superellipse.be/contact |
| Legal | https://www.superellipse.be/legal |
| Careers | https://superellipse.recruitee.com |