Project Summary

In 2015, I founded Béton Brut Design, a concrete-based fashion and home décor brand. Over the past nine years, Béton Brut has grown from an experiment to a business with products stocked in around 45 major gallery shops and boutiques across North America. The project allowed me to merge my passion for design and hands-on manufacturing while also teaching me invaluable lessons in branding, customer interaction, and business operations.

Throughout my journey, Béton Brut has received recognition through a fashion design award and coverage in numerous fashion and lifestyle publications. I’ve had the opportunity to ship products globally and build a loyal community of customers who value the emotional connection behind my work.

I chose to present this project because it highlights the evolution of my design thinking and showcases my problem-solving approach from concept to execution.

Customer personas

Early on, I realized that I needed to balance two types of customers: the direct-to-consumer market (through online sales and craft fairs) and the wholesale clients (galleries and boutiques). This dual approach allowed me to design for both individual buyers looking for unique items and retail partners needing curated collections. By continuously refining these personas, I made sure that I stayed aligned with my audience as both the brand and market evolved.

Key business strategies

I began Béton Brut while still studying at the University of Alberta. A business model canvas assignment introduced me to the structured process of building a business plan, which I adapted for my own venture. Over the years, I refined this model to adjust to changing market dynamics, consistently evaluating my channels, customer segments, and revenue streams.

Wholesale quickly became a key component of my business strategy, particularly when I secured partnerships with high-profile galleries like the San Francisco MOMA. At the same time, I maintained a strong direct-to-consumer presence through in-person craft markets and an online store.

Branding & web design

The branding for Béton Brut was deeply connected to the materiality of concrete. I wanted the brand to reflect the raw, organic nature of the medium, while also being bold and modern. The font I chose, an iteration of DIN, an industrial typeface that is known for legibility and uncomplicated, unadorned design, which mirrors the qualities of Brutalism philosophy.

I designed the website, packaging, and social media presence with consistency in mind. The Béton Brut logo, featuring a hand and cube icon drawn by my tattoo artist, represents the handmade, imperfect quality of my work. This identity extended into everything I created, from custom displays for trade shows to social media imagery.

Creative process

My creative process begins with sketching, using it as a brain dump to get ideas out of my head. From there, I move to 3D modelling and prototyping, initially using clay or paper, and later 3D printing for more accurate scale and feasibility testing. I never formally studied jewelry making, so my process has always been experimental. Working with concrete requires a balance of technical precision and experimentation. Over the years, I developed my own tools and techniques to manipulate the material into jewelry and art, adapting my industrial design education with craftsmanship.

Launch & growth

The launch of Béton Brut was a gradual process. Starting small, I built my audience through in-person markets and Instagram. Once I committed fully, the business took off, with wholesale orders from galleries and features in major magazines. I traveled internationally to exhibit my work, and my first trade show, DesignJunction in London, was a pivotal moment.

As wholesale orders started coming in from prestigious galleries like the San Francisco Museum of Modern Art (SFMOMA), I knew I had created something with lasting appeal. This success came with its own set of challenges — scaling up production, managing orders, and navigating the logistics of international shipping were all new territory for me. But each step gave me valuable insights into running a business, and I adapted quickly.

Completed projects

Here’s a snapshot of some of my favorite Béton Brut projects:

Challenges & adaptation

The pandemic forced me to adapt quickly. With wholesale orders slowing down, I revamped my online store to offer a smoother purchasing experience for both retail and wholesale clients. I implemented features like a wholesale login portal, optimized my product pages with color swatches and better imagery, and improved information hierarchy to enhance user experience.

Despite the challenges, I increased my online sales by 46% and streamlined my operations, focusing on customer needs and simplifying my website’s navigation.

Optimizing the customer experience

The process of redesigning my website mirrored my approach to product design. I analyzed customer interactions, using user recordings to understand pain points and make adjustments accordingly. One of the biggest changes I made was introducing a pop-up that highlighted my currency switcher for international buyers, addressing customer confusion and improving the checkout experience.
I also implemented a clearer information hierarchy, using principles from UX research to ensure key details were accessible and easy to digest. With better product imagery and scannable content sections, I created an engaging, user-friendly platform that matched the aesthetic of my brand.

The lesson here was that even small tweaks, like improving photo quality or clarifying product descriptions, can make a huge difference in customer decision-making.

Looking ahead

Béton Brut Design has shaped me as a designer, allowing me to experiment, grow, and learn. However, last year, I decided to take a sabbatical to explore new directions. This year Béton Brut has become a side project that I do in my free time. The support from my audience during this transition has been overwhelming, and it has reminded me how much my work has touched others.

This case study reflects the journey of building a brand from scratch, learning the ins and outs of design and business management, and adapting to an ever-changing landscape. As I continue my journey in the world of digital product design, I carry with me the lessons I’ve learned through Béton Brut and look forward to the next chapter.

Ⓒ Amanda Nogier