WAACS is a design firm established in 1992 that helps brands develop consumer products by uncovering insights and market opportunities, merging advanced technology with user-centered interfaces and packaging across diverse materials; they emphasize a philosophy that "new is not always better, better is better," and highlight a history of innovative products and industry recognition. Key Points WAACS positions itself as a design studio focused on turning consumer insights into new products. The company designs a wide range of products, including user interfaces and structural packaging, across various materials. Their approach combines market experience with deep user research to identify sharp questions and meaningful needs. Projects aim to deliver solutions that transcend trends and emphasize the right balance of technology and user experience. WAACS strives for “the most advanced, yet acceptable” products that are both innovative and practical. The firm has a long-standing history since 1992, having reinvented itself three times to stay current. Notable past innovations include products like the Senseo coffee system, a fusion gas burner, a shaped can, and a medical/health device line. WAACS is affiliated with professional associations, notably as a member of BNO, the Dutch designers’ association.