Pilipili in Voka Magazine:
West Flanders Entrepreneurs
Edition16 - October 2025
Read the full article below.
If you want to stand out, you have to make bold choices. For new products, new markets, or sharper positioning. At Pilipili, we help companies who don’t want to drift along, but take the lead. Through thoughtful product design, clear brand strategy, and a go-to-market approach that works.
Pilipili is celebrating its 30th anniversary — and looking firmly ahead. What started as a product design studio in Kortrijk has grown into a strategic partner for innovation and brand differentiation. “The questions we get today are much more complex,” says founder Steven Dehollander.
Globally, the context around product development has become more layered. “We’re now at the table from day one — helping shape the big picture: funding, production chains, brand strategy, and go-to-market,” says creative director Lukas Costeur. “There’s a whole new layer added, with innovation roadmaps, brand positioning, and launch strategies. That’s a big difference from the early days when we mainly focused on form and function. Products themselves were simpler too.”
The shift goes far beyond product design. Companies no longer expect just ‘something beautiful’, but a partner who can help them stay relevant in a fast-moving market. “Product and identity are the two key levers for differentiation. If they’re aligned, you stand out,” says brand strategist Mathias Deswarte. Still, the core of good design and innovation has stayed surprisingly consistent. “It’s about bringing clarity to complexity, turning a sharp insight into a strong product, and daring to try something new. Innovation is entrepreneurship, plain and simple. It’s about taking risks, solving problems, and creating value. That hasn’t changed. What has changed is the context,” Steven adds.
One of those changing contexts is the shift to local production and the need for resilient supply chains. “We often redesign products to make them easier and cleaner to produce closer to home,” Lukas explains. “You can have the best idea in the world — but if you can’t make it, it means nothing.” That’s why Pilipili integrates in-depth knowledge of materials, processes, and suppliers directly into the design process. At the same time, sustainability is a must: “We apply eco-design principles to every step of the journey — from concept and production to use and reuse.”
“Many of our clients are still searching for the right balance: how to make impact, protect margins, and convince their end customers,” Mathias adds. New technologies add another layer. AI is a useful tool for analysis and acceleration, but it’s no substitute for human thinking. “AI will raise the bar in our field,” says Lukas, “but the real value of a designer still lies in empathy, experience, and making the right choices.”
The future won’t be built by technology alone. It requires collaboration — with clients, suppliers, research institutions, and even competitors. “We need to build bridges locally. Sharing knowledge and working together is how we grow as a region,” Steven concludes. “The biggest lesson in 30 years? Daring. You need to try things without knowing the outcome. That’s the only way to move forward.”
