Detraform is a boutique design consultancy and product development firm based in Montreal. Our products take you both backward and forward.

By matching elegant design with quality engineering, Detraform rejects the relentless cycle of throw-away consumer goods. Sustainable consumption begins with products that last a lifetime. Watch for a growing line of products characterized by their honest intention, useful function and industrial standard production. Our expertise lie in communication products, wearables and the automated home. We're also really into stationery.

Detraform is the creation of Canadian entrepreneur and mastermind
Joel Blair.

Alpha Project

Conceived in Montreal at Detraform HQ, the L7 telephone is a passion project originally previewed summer 2011 as the Detraform model 500 telephone. With a stunning design by London-based design studio Kiwi & Pom, the concept earned the attention of a century old Swiss heritage brand. Swissvoice's product archives include several rare, sought after designs like the 1976 Trub phone in solid rosewood, in addition to today's successful ePure phones. Swissvoice's vision for the L7 included the addition of a stand alone speakerphone and intercom base station, completing a thoroughly unique product suite for the still robust land line telephone market.

The L7 was sold throughout Europe and Asia beginning in 2013. US and Canadian can purchase the L7 from a limited run, from summer 2015.

Learn more about the L7 at

What's next?

Throughout 2014 Detraform worked with Montreal wearables brand Neptune. In 2015 we completed a branding and design project with the smart tech company we named Aerial. Currently we're developing a new brand for a consumer product launch late 2017, and working on a line of giftware for Montreal museum boutiques.

Detraform welcomes inquires from manufacturing the brand partners with a focus on creating thoughtfully designed, physical products that align with our values.

We also offer a broad suite of creative services including brand strategy, visual identities, creative content and digital design.

  Illustration by Yukio Tashiro 1967