Stoneable is a Belgium-based company that engineers ultra-thin stone panels; bringing the experience of nature into any architectural space. Their robust, durable products harness the power of organically developed stone patterns, colours and textures. Stoneable is nature redefined as a design object, a stylish surface or a structural element in both public and private environments.

Zware Jongens was approached to shape this exciting brand from scratch. “Actually, the client came in with a single bendable stone panel and we were immediately impressed by the possibilities for their product. Obviously – besides the one test panel – nothing was in place yet,” explains Filip Janssen, co-founder of Zware Jongens. “Everything had to be created: positioning, naming, branding, packaging… We wanted to create something premium and creative, going against the grain of the market and appealing to architects & designers, who are a notoriously critical audience to engage with. That’s why ‘Nature redefined’ was selected as our proposition. It explains the essence of the product and it’s an invitation to redefine possibilities and pushing boundaries.”