From idea to product

February 9, 2026

How ideas become products at punq

Anyone who owns a dog knows it immediately. You're walking outside and notice something just doesn't work quite right. A leash that's actually too stiff. A collar that slips. Or an accessory that makes you think: this could be done smarter.

At punq, ideas start right there. Not behind a desk, but in everyday life with a dog. During walks, out and about in the city, or simply because something catches your eye that keeps recurring.

In this blog post, we explain how ideas are born at punq, what we consider during the design process, and why we take our time before something actually becomes part of our product range.

It starts with using, not thinking

A dog accessory should work automatically. You grab it, put it on, and walk away. Without thinking. Without frustration.

In practice, that turns out to be quite tricky. Many products look good, but feel different once you start using them daily. A leash that feels uncomfortable in your hand after fifteen minutes. A collar that shifts with movement. A harness that looks good on paper, but doesn't quite fit in reality.

That's why design at punq always begins with use. How does something feel in your hand? How does it move with the dog? What happens after weeks or months, not just after the first walk.

Many insights emerge naturally, but also from conversations with customers. Small comments, recurring questions. Those are often the best clues.

From an idea to something you can hold

When a need becomes clear, we start sketching. We don't immediately aim for a final product, but first consider the proportions, functions, and options.

What should this product do? And just as importantly, what shouldn't it do?

We create prototypes, test them, and adjust them. Sometimes something works right away. Sometimes, it turns out differently in practice. Then it goes back to the drawing board. That's all part of the process.

The hands-free BioThane belt with body adapter

A good example of this is the hands-free BioThane belt with body adapter that we are currently working on.

More and more people want to keep their hands free while walking. Because it's more comfortable, because they're active, or simply because it's relaxing. At the same time, such a leash must be reliable and remain comfortable, even during longer walks.

The challenge lies primarily in balance. A belt that pulls, slides, or constantly demands your attention doesn't work. That's why we're testing different carrying positions and lengths, and observing how the system behaves while walking.

Only when a belt feels effortless and you almost forget you're wearing it do we know we're on the right track.

The martingale collar for greyhounds and whippets

The martingale collar also emerged from practical experience. Standard collars often don't fit well, especially with greyhounds and whippets.

The shape of their head and neck requires something different. A martingale collar can offer a solution, provided it's carefully designed.

We focus on comfort and control. No hard correction, just certainty. Here too, a design only progresses if it works in practice.

Testing BioThane harnesses as it happens every day

In addition to leashes and collars, we're currently testing BioThane harnesses, which we've developed ourselves. This is a deliberately gentle process.

A harness should be strong, comfortable, and easy to put on and take off. It should move with the dog without pinching or slipping.

River, Elroy's dog, walks with one of these harnesses every day, just during regular walks. This gives us insight into the harness's long-term performance: how the material reacts, how it fits, and what could be improved.

Based on this, we determine whether a design is ready for the range and how dimensions can be logically constructed.

Why we take the time

Not every idea becomes a product right away. Some designs linger longer. Others fade away.

That's a conscious choice. What you use every day should be reliable. Not just beautiful, but also comfortable and logical.

Testing means adapting, sometimes starting over, and remaining critical of your own creations. This takes time, but it prevents products from being launched too soon.

Customization as a source of new ideas

Although punq works with a fixed product range, many ideas arise from customized solutions. Specific requests often reveal areas for improvement or areas where something is still lacking.

Sometimes it's a different size. Sometimes it's an application that doesn't yet exist. In those cases, we're happy to help. Not as a standalone solution, but as a starting point for something bigger.

What is custom-made today can later become a product that works for more dog owners.

A process that is never really finished

Design at punq never stops. It evolves with use, feedback, and experience.

New products aren't created because they "have to be," but because they add value. This requires attention and patience, but it also ensures that what you use is accurate.

Punq products are developed step by step. From daily use, through testing and adjustments, and only then are they incorporated into the product range.

No faster than necessary. But with care. And always with life with a dog as a starting point.