A great brand must have great pro – ducts and vice versa. Without one, the other cannot survive. A brand tells a story, while a product plays its hero. This vision is not being told enough, accord ing to the team of Edmire. Founded in 2010, Edmire is a product designstudio in the Belgian city of Antwerp. The team has a main focus on branding, but exists mainly out of product designers. Design director Vincent De Smedt: “We design products for brands that wish to differentiate by design. Starting from the brand story, we seek appropriate solutions to relevant problems.