Design based on social and environmental responsibility.
ecoBirdy is a Belgian award-winning company that created a system to transform old plastic toys into high-quality kids’ furniture. Started as a research project, it evolved into a business that saves tons of plastic waste per year, giving it a new, circular life. The addition of furniture for grown-ups and Tableware offers new solutions for multiple plastic waste streams. International museums have ecoBirdy designs in their permanent collections, as examples of circular design.
Cross-border/international
Belgium
Netherlands
Member State(s), Western Balkans and other countries: Italy
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Mainly urban
It refers to a physical transformation of the built environment (hard investment)
Yes
Competitiveness of SMEs (COSME) Design-based consumer goods call.
https://blogs.ec.europa.eu/promotingenterprise/ecobirdy/
No
Yes
2019-07-31
As a representative of an organization, in partnership with other organisations
Name of the organisation(s): Vanbriel Yuan Type of organisation: For-profit company First name of representative: Joris Last name of representative: Vanbriel Gender: Male Nationality: Belgium Function: CEO Address (country of permanent residence for individuals or address of the organisation)<br/>Street and number: Oudeleeuwenrui 36A Town: Antwerp Postal code: 2000 Country: Belgium Direct Tel:+32 3 246 46 40 E-mail:joris@ecobirdy.com Website:https://www.ecobirdy.com/
ecoBirdy started in December 2016 as a research project co-funded by the European Union Commission, on plastic consumer goods and how to recycle plastic toys sustainably.
Based in Antwerp, Belgium, designers Vanessa Yuan and Joris Vanbriel created a patented system that, after accurate sorting and using state-of-the-art technology, transforms post-consumer plastic into a new high-grade raw material called ecothylene®.
In 2018 ecoBirdy launched its first collection of children’s furniture made from discarded plastic toys. Charlie Chair, Luisa Table, Rhino Lamp and Kiwi Container, along with a school programme and the storybook “Journey to a New Life” were designed with an educational purpose in mind, to get youngsters engaged with sustainability.
Designed in Belgium and produced in Italy using European waste, each step is based on social and environmental responsibility. The iconic speckled look that appears on most of ecoBirdy’s design products makes the source material visible, giving value to plastic waste’s repurposed beauty.
ecoBirdy was one of Belgium’s first Certified B Corporations in 2019. In the following year, it was awarded the label of Efficient Solution by the Solar Impulse Foundation. International museums, from the Cooper Hewitt Design Museum in New York to the Museum of Applied Arts in Vienna, and the Design Museum Brussels in Belgium, have exhibited the collection.
Since its launch, ecoBirdy received 5 international awards, recognizing the material's innovative design and sustainable application.
The Lounge Collection and Tableware lines were added in 2021, starting a line of ethical designs for the whole family.
With a solid international customer base, ecoBirdy is determined to expand its product range and continue to collaborate with companies that want to improve their environmental impact.
The scalable nature of the business allows ecoBirdy to set the example for circular enterprises and a cross-industry source of inspiration.
Design-based
Circular
Inclusive
Technology
Scalable
ecoBirdy is a coherent, clear and well-organized project offering an innovative business model, related to design-based consumer furniture and addressing important societal challenges related to education in recycling. The project is in essence a sustainability-focused value chain strategy, that constitutes the core of the ecoBirdy business and represents a case of Business Model Innovation.
The main objectives and strategies to achieve them are:
-Save a significant amount of plastic waste; so far, ecoBirdy used 72 tons of plastic waste.
-Turn plastic waste into colourful products; ecoBirdy developed a patent process that turns post-consumer waste into high-quality, colourful raw material without adding additives. 100% recycled and 100% recyclable.
-Have a substantial, positive impact, and set an example of the circular economy; the B Corp certification and Solar Impulse Efficient Solution label prove that this is happening.
-Implement solutions for other waste streams; through a continuous R&D effort, ecoBirdy was able to have cross-industry collaborations and integrate other source materials into its patented recycling process.
-Respect the commitment to environmental responsibility on all sides of the business; ecoBirdy’s offices are powered by renewable energy, the packaging material used is made from recycled materials and sustainable solutions are always implemented.
-Use the recycled plastic material directly in the final product, without any additions to make it look like virgin plastic. The standard step of compounding is excluded from the production process and this saves a considerable amount of energy and material loss. This is an example of efficiency that inspires other processes and industries.
-The specifications in the design process were defined in such a way as to maximize sustainable impact. For example, the packaging of the Mabo Plate was designed with minimal cut-out and a special folding technique to reduce the use of material.
ecoBirdy achieved the balance between an aesthetics and a functional solution, proposing beautiful products that can be used in daily life.
This is done through the achievement of these main goals:
- Change the perception towards recycled plastic. Usually seen as greyish and dull; the speckled coloured pattern or ecoBirdy is never identical, and the source material is always visible, giving value to plastic waste’s repurposed beauty. This is made possible by the accurate colour sorting of the recycled plastic.
- Set-up a learning experience for children that stimulates awareness of recycling. During the school programme, kids can learn the ecoBirdy story and see how their own toys can be recycled into something new.
- Create a product that can have a positive psychological effect. The rounded edges of ecoBirdy furniture make it pleasant to the touch, stimulating sensorial responses, and the speckled pattern invites positive emotions.
- Make a statement and become an example of circular economy; the multiple international awards won and exhibitions the included ecoBirdy prove that the business carries a strong message. Arnauld Bozzini, Director Design Museum Brussels on “ecoBirdy making a statement in the history of design”: https://www.youtube.com/watch?v=PuymntnkaQE&t=2s
- Include the user-specific needs in the design; the Kids’ Collection is designed according to the ergonomics and use patterns of the final users, kids.
- Design a safe product for kids; Charlie Chair, the staple of the ecoBirdy Kids’ Collection, has been extensively tested by SGS, complying with the EN 1729-2 standard, ultimately being approved for use in educational environments (where the use will be most brutal and intensive). This goes to show that the product has high-quality design and mechanical strength.
- Raise awareness of environmental issues; the Rhino Lamp and Kiwi Container are shaped and named after the endangered species, to encourage awareness of the issue as well.
As a B corp certified company, inclusivity is one of the basic conditions for business activities. It is even enshrined in the company's articles of association.
Duo to the industrial approach it’s possible to produce and offer the pieces to customers at an affordable price.
Involvement of a local sheltered workshop in the production process and contribute to the social economy.
The ecoBirdy kid’s collection has been designed especially for the need of kid’s with good and adapted design and ergonomic qualities for kid’s.
The staff of ecoBirdy consists more than half of foreign background and promotes employing minority groups. The company has an equal gender policy.
The societal benefits of ecoBirdy products are clear and directly related to EU priorities in the areas of sustainability and circular economy. A manufacturing line for recycling and a line for furniture manufacturing are active in Belgium and Italy, with proof of the complete value chain concept, and positive feedback information from the international customer experience has been proven multiple times. Collaborating with a local sheltered workshop supports the social economy and respects ecoBirdy’s social responsibility value.
Four direct full-time jobs have been created in the ecoBirdy company and indirectly at least 25 people at suppliers benefit from this project. This is about people in the recycling, plastic production, packaging, transport, and retail sectors. All are based in the EU.
Kids benefit from the specific and ergonomic design and from the educational value of the furniture. Being exposed to an example of circular economy from a young age. The design of the furniture allows them to develop their independence and self-explore their space -there are multiple connections between ecoBirdy and the Montessori movement. Their safety is considered through strict testing and safety protocols.
Through the creation of informative communication content, ecoBirdy shares European concerns towards the climate crisis and plastic pollution, among other topics of environmental interest, with the international public.
A broad audience is engaged and interested in the ecoBirdy story: those interested in the design aspects, those interested in the sustainability of the project, those interested in the technological applications of the recycling process, those interested in the aesthetic result of the application of the material.
It is beneficial for society as a whole to have a successful example of plastic recycling with an aesthetic result: it shows the advantages of recycling and demonstrates that an appealing and colourful result can be achieved.
The project is a cross-industrial collaboration between a Belgian design company, a Dutch plastic recycler and an Italian plastic producer. Giving benefits on a European level and encourages collaboration between different European countries. Each party brings in their know-how, applying it to a state-of-the-art process.
The replicable and scalable nature of the business made collaborations with large European companies possible. In 2021, with the French company Laboratoires Expanscience for their brand Mustela, which focuses on maternity and newborn skincare, and wanted an innovative solution to the plastic waste from their products. The companies jointly worked on an engaging recycling campaign to foster customer participation, resulting in a limited edition of ecoBirdy products. The engagement was increased by: creating a tangible campaign that made the customers feel like changemakers; collaborating with the sheltered workshop to ensure both environmental and social responsibility; creating an impactful storytelling that resonated with the customers.
For the Italian manufacturer of children's clothing and toys Chicco, a study was carried out on the recyclability of their pacifiers and drinking bottles. This led to a report for the company’s internal use that inspires the multinational for future designs and making decisions on management level.
The manufacturing waste of the Belgian brand Quut was turned into the limited edition of ecoBirdy’s Charlie Chair, after installing a dedicated production line.
Through exhibitions in Europe, ecoBirdy is presented as an example of European excellence and qualitative design. This ensures that a larger audience encounters the message.
With a solid and expanding international customer base, the message of the fundamental value of recycling is amplified and well-received. Trust is built through informative communication and transparent information sharing. Customers are empowered and proud of their contribution.
The core processes of ecoBirdy mainly consist of plastic recycling, product development, manufacturing of plastic products, health and safety, marketing, sales and distribution.
The approach of the design company as the coordinator in the project was essential to combine technical know-how from the industrial partners into a non-conventional solution with aesthetic qualities. Eg. separating the recycled plastic by color was not common practice and pushed by the designers to preserve the original colour of the plastic toys. Using recycled plastic straight into the moulds in the production on a standard production line required adaptations of the material and product design. The designers functioned as a bridge between themselves, the recycler and the producer to steer all variables into a manufacturable solution.
The large-scale replicability was taken into account in all steps of the design process. As proved through collaborations with other companies, the recycling process can be adapted and implemented to accommodate different source materials.
During the design phase, the products were verified for feasibility and reduce defects in production with attention to the properties of recycled plastic and possibilities in plastic products. This led to adjustments and to the organic flowing shapes.
Safety and emission tests were performed to ensure the products’ reliability and safety, as well as their ability to withstand prolonged and intensive use.
ecoBirdy has been marketed to an international audience since its 2018 launch at Maison & Objet in Paris. Working with established partners to ensure the best country-specific marketing for the international markets, the European retailers' network is managed internally and directly, guaranteeing a personal approach and streamlined access to information.
The project resulted in a product range consisting of 9 functional products with low environmental impact for children and adults, home accessories and tableware.
Became an established brand in the international furniture industry and sells to professional customers (B2B) and end customers (B2C) worldwide:
• 4 distributors outside the EU: North America, China, South Korea and Australia.
• 30 returning retailers in 10 European countries, 4 non-European countries
• 3 project/procurement offices
• 700 end customers (B2C) https://www.ecobirdy.com/
Reached significant impact by influencing the design world:
• 350 publications
• Participated in 12 foreign fairs such as Maison & Objet in Paris, Salone del Mobile in Milan, Stockholm Furniture Fair, London Design Fair and Kind & Jugend in Cologne.
• Collaboration with gallerist and design guru Rosanna Orlandi
• Products included in the Bauhaus Museum Designshop in Dessau.
Direct job creation: four full-time employees at ecoBirdy in Belgium.
Indirect job creation: 25 jobs involved at suppliers in the manufacturing of ecoBirdy projects.
Proved economic return. Turnover in 2021: 547K EUR, expected turnover in 2022: 650K EUR (financial year to be published)
Developed and patented an innovative production process.
Won 5 awards for its innovative design and sustainable practice.
Obtained B Corporation certification and the “Best for the World” label.
Received the Solar Impulse Foundation “Efficient Solution” label.
Took part in more than 20 museum exhibitions, internationally.
Saved more than 72 tonnes of plastic from going to waste.
Collaborated with large international companies to advise on solutions for their plastic waste.
Established a new look for recycling plastic and changed the perception toward recycled plastic.
Fully developed the marketing strategy: website, social media channels, PR and press, exhibitions, activation)
Contributed to the social economy by involving a sheltered workshop.
ecoBirdy innovated the world of plastic recycling by developing its own patented process, resulting in a new material called ecothylene®. The latest high-end technology such as infra-red colour sorting has been applied to set up the system.
Due to the polluting image of the use of virgin plastic, thousands of jobs in the EU are under pressure. This project gives an innovative/sustainable impulse to the traditional industry of plastic production. ecoBirdy overall shifted the consumers' perception of recycled plastic, proposing a colourful design as opposed to the greyish and dull alternatives.
Another innovation can be found in the specific creation of a design product for kids, without scaling down an adult design to a kids-sized item. ecoBirdy studied the proportions and use patterns of kids, to create furniture that truly fits their needs and can help them achieve optimal development.
By deciding to keep the production in Europe, ecoBirdy can ensure direct control of the whole process. Fair and ethical work conditions are guaranteed, as well as truly sustainable choices (use of renewable energy sources in brand’s facilities, use of recycled packaging, recycling of waste material…). Suppliers sign a supplier code of conduct to ensure fair and environmentally friendly business practices.
ecoBirdy furniture appears as an excellent educational tool for parents teaching kids to give value to unused toys and take part in recycling initiatives.
ecoBirdy follows an integrated product development approach, bringing together information from experts into a design-based solution. It presents a coherent innovative business model, covering the deployment on the market.
The approach is multi-disciplinary and multi-cultural allowing different sectors from different countries working together.
Several verification steps and safety tests have been conducted in the design and development process, to ensure a high-quality, reliable, and durable product.
The designers integrated a pleasant aesthetic appearance with the functionality and new use of the material.
After establishing the brand and consolidating the sector experience, ecoBirdy collaborated with companies to help them improve their environmental impact but also to get new input for ecoBirdy’s own research & development.
The spill-over effects of the solution for the furniture, toy and plastic recycling sectors are well-developed.
The approach is not purely profit-driven. As a private company, most of the company's revenue comes from the sale of products. Part of this is spent on non-commercial exhibitions and events that draw attention to plastic or climate issues e.g., Climate Change Statistics, Sea of Plastics or the ecoBirdy school programme.
ecoBirdy's industrial approach has a strong potential replication factor across other European countries and sectors, proving a wider European added value.
The patented recycling process could be applied to other sectors and materials; integrations in the production line have already made it possible to work with different source materials, opening ecoBirdy up to collaborations with different European companies (Mustela, Quut).
The school programme and storybook “Journey to a New Life”, makes circularity an accessible concept for kids: they learn how their old, discarded toys can be transformed into beautiful furniture, and how their possessions can find a new, circular life. This program can be adapted to different kinds of audiences and medias.
Through ecoBirdy’s communication strategy, and participation in international exhibitions, the concept of the brand and of sustainable choices are widely spread, reaching large audiences and educating them. An example of this is a workshop led in Taiwan by ecoBirdy designers and co-founders Vanessa Yuan and Joris Vanbriel: ecoBirdy was invited to transmit its values to local kids, and did it through a workshop that stimulated their creativity all while raising awareness about recycling.
ecoBirdy is actively promoting a solution to fight plastic pollution by turning waste into beautiful and functional furniture. On this note, a new aesthetic language for recycled plastic is being created and promoted.
Inclusivity is encouraged through conscious design and working with a sheltered workshop, that provides job opportunities to people in disadvantaged situations.
Through design and communication, ecoBirdy helps to form a global sustainable conscience and to educate on the topic, starting from making the topics interesting for kids too.
ecoBirdy is keeping up the heritage of European good design, through its local production and international exposure.
EcoBirdy incorporates the Sustainable Development Goals of the UN. With focus on
Responsible consumption and production (12), Good health and well-being (3), Clean water and sanitation (6), clean energy (7), decent work and economic growth (8), industry innovation (9), and gender equality (5).
