anti-formula · studio
Beauty is felt before it is measured.
Anti-Formula is a product design studio in Harare. We make objects that let people feel the beauty in everyday life. Most of them are made for our own brands, but collaborations are welcome too.
Tanaka Sande
founder & product designer
I’ve been redesigning the things around me since I was a kid. First in my head, then on paper, now for real. I still work the same way: I feel it first, then I find the form. When it’s going well, time disappears.
— Tanaka
five questions every object must answer
Do you feel it before you analyse it?
If it needs explaining, it isn’t finished.
Will it still be loved in 30 years?
Timeless over trend.
Did the feeling lead, or the formula?
Rules serve the feeling. Some things are beautiful because they ignore them.
Does it honour the person who uses it?
Nothing careless. Nothing degrading.
Will people love it?
Some things for many, some for a few. Made for everyone.
Trends and numbers erase a designer’s eye.We’d rather keep ours.
harare, zimbabwe — made for anywhere.