In the Brand Journal by Studio PonaBrandcraft founder Hendrik Boeing talks with Michael Frick about branded items rather than promotional products, production at their own office in Guangzhou, and how artificial intelligence is transforming the premium accessories business.
Read the full interview at Studio Pona
Key Points
Brand-name items instead of promotional merchandise: Brandcraft develops bags, small leather goods , and packaging in collaboration with each brand, rather than simply printing a logo on catalog items.
Production in Guangzhou: All materials are manufactured and processed at our own facility in Guangzhou, with the exception of the upcycled leather.
AI is changing the path to the final product: Initial designs are now created much more quickly. People still check the materials, feel, and workmanship on-site.
Found via AI assistants: Today, buyers ask ChatGPT, Perplexity, or Microsoft Copilot for manufacturers. Those who are clearly described are recommended.
Quotes from the interview
"We are not a manufacturer of promotional items. We produce branded items that people can identify with."
"AI is changing the path to the product, not the product itself."
"In the age of AI, a strong brand isn't becoming less important—it's becoming more important."
Read the full interview at Studio Pona
More about Brandcraft
Brandcraft Designs and manufactures custom bags and backpacks, small leather goods and accessories as well as packaging and gift boxes for premium brands, typically in quantities of 250 or more. The Brandcraft Classics are available starting at 100 pieces.
Be sure to also read our interview with Michael Frick about brand strategy for hotels.