Oliver
Year
2025 – 2026
Client
Groowia
Category
Indoor Growing
Consumer Product
Role
Lead Industrial Designer
Scope
Industrial Design
Design Strategy
Product Development
DFM
CMF
Brand Identity
Packaging
Designing a product ecosystem that connects design, technology, manufacturing and brand
Oliver is one of the most comprehensive projects of my career. As Lead Industrial Designer, I was responsible for creating the industrial design of the product and shaping a design ecosystem that connects the product, manufacturing, brand identity and user experience into one cohesive solution.
Developed as the flagship product of the newly established Groowia brand, Oliver combines Hronovský’s engineering and manufacturing expertise with Sage & Rebel’s user-centred innovation approach. The result is a new generation of indoor hydroponic growing systems designed for modern living.
My ambition was to create a product that feels like a natural part of the interior rather than a conventional household appliance. Clean geometry, soft proportions and carefully refined details allow Oliver to integrate seamlessly into homes, offices and commercial spaces.
A key innovation is the patented self-supporting modular structure with fully integrated electrical connections, eliminating visible cables between modules. The intuitive tool-free click-lock system allows users to easily expand and reconfigure the product while maintaining a clean architectural appearance. Modularity, repairability and long-term scalability were fundamental principles throughout the development process.
My role extended beyond industrial design to include product design strategy, system architecture, plastic part design, Design for Manufacturing (DFM), CMF, packaging design, Groowia brand creation, brand guidelines and product visualisations. I also contributed to retail packaging, launch materials and assets supporting product communication across European markets.
The project was developed in close collaboration with Hronovský, whose expertise in engineering, tooling and serial production ensured that design decisions were continuously validated from the earliest concepts through to production readiness. Additional multidisciplinary teams contributed electronics, smart lighting, optics, growing capsules, software and testing.
Designed, engineered and manufactured entirely in the Czech Republic, Oliver represents my belief that successful products are created by connecting design, engineering, manufacturing, branding and user experience into one meaningful whole.
