Services
Design/Develop/Source/Package
Sector
Lifestyle / Home Decor
Challenge
As a small but growing brand, Letterfolk was looking for a unique, IP-protectable product that couldn’t be easily copied. Their team landed on a simple but powerful idea: what if a floor mat could be customized?
Starting from a literal napkin sketch, they partnered with Anonymous to design, source, and produce what would become a category-defining product.
Approach
Starting with the initial concept of a tile mat that empowered users to express their own messages and designs, we refined the idea into a honeycomb structure paired with silicone tiles that lock securely into place. Extensive prototyping and testing were required to fine-tune both fit and function. We explored a range of materials and optimized the manufacturing process to meet the target price point. This included visiting multiple factories and collaborating closely with their teams to innovate new production techniques. What began as a single mat ultimately evolved into a full product family.
Outcome
Winner of a core77 design award, the Tile Mat has empowered thousands of users to co-create, turning the design process into a shared, collaborative experience rather than a controlled one. Its tactile, analog format fosters hands-on interaction, encouraging creativity, social connection, and play.This approach resonated with customers and made the Tile Mat Letterfolk’s best-selling product.
