Planter Trays

Thermoformed plastic trays

A series of decorative planter trays for high-volume retail environments


Domestic manufacturing of low margin/high-volume products can be challenging. Luckily, the project sponsor is the manufacturer.

With an established supply-chain for materials and expert in the thermoforming process, the challenge was to create new products for a new category of growth.


Design Management

Channel Strategy

With a steady business in isle at some of the largest big box retailers, the project sponsor approached us to bravely explore other opportunities.

design culture

Opportunity Space

Leveraging the sponsor's manufacturing processes and material know-how, we proliferate coordinated aesthetic solutions and develop a brand identity and pitch deck.

how to launch a product

Design & Development

Final CAD designs selected and details confirmed, we establish color, material and finishes for sourcing and cut aluminum tools to pull prototypes from raw material.


product design innovation
concept development
product manufacturing
opportunity space
concept rendering

While the product development process can be customized to apply effectively to the needs of the customer and adapt to changing business objectives, Principal Design's 5 step process is a framework that guides the design team and encourages communication and stable execution.

design process


Principal Design approaches every project methodically. The success of a product development project depends upon the clarity and strength of the process. Organized into the five stages most proven to leverage our design efforts, Principal Design's purpose-driven frameworks were developed and refined to reduce risk while balancing exploration with execution. Our creative strategy is divergent to leverage resources and discovery, and convergent to select for the best opportunities.

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