Usbeton
Usbeton is a USB stick that Francois-Xavier Loucheur and Michael Villanueva cast by hand out of concrete at their studio KIXBERLIN, three sizes, three storage capacities, each one poured rather than moulded. We built the visual language for the launch around that contradiction: raw, hand-cast material wrapped around a device small enough to lose in a drawer.
Concrete gets cut, stacked and lit like architecture, in saturated colour blocks that have nothing to do with a construction site. A row of dominoes falls to make the point plainly: one material decision changes everything downstream, from the weight in your hand to the way light catches the surface.
The drive itself appears last, brand mark pressed into the concrete like a stamp, blue, pink and lime against grey, unmistakably poured by hand rather than manufactured.
- Client
- Usbeton
- Year
- 2023
- Discipline
- Creative Direction
- Services
- CGI
- Art & Design Direction
- Motion