Tech specs doesn't make you feel anything. Why are so many companies still trying to sell technology using a tech spec when most buyers base their decisions on feelings?
Together with some friends we set out to build a phone and a brand. The result was the Bäcke Smartphone. Our focus was emotional response, not technical details.
Bäcke is about; passion, respect and sustainability. We built our brand around those values and tried to surround ourselves with people who resonated at the same frequency.
We designed. We made initial sketches and had a clear idea of what we wanted. Together with the amazing talent of PEOPLE PEOPLE we turned those ideas into an actual product.
We did photoshoots with Johnny Kangasniemi ❤️. Resulting in two beautiful posters and many inspiring talks.
This browser does not support the video element.
As big fans of Robert Ek (kreationsministern), we were honored to have him produce a loop to promote our phone.
The material was a flax-plastic, made with 40% flax fibers. It's more durable and eco friendly than regular plastic. It also gave the phone a nice feel. A major bonus was that the plastic was 100% produced (and grown) in Sweden.
We made two different colors, both with the same material.
Did you actually build a smartphone? Well yes and no, we were ready to go into production and had everything set up (including a working prototype). But the initial costs of doing hardware were just to overwhelming. We'll be back though...