Product foundry · Weesp, NL

We build the partthat has tobe right.

We make tools for people who have to produce something real at the end of the day. A design file a printer can run without ringing you back. A website that takes the booking while you are busy. A cutting list the joinery machine reads straight off. In each one, the bit that decides whether it actually works is the bit we built ourselves.

The ledger

Instead of.

Each of these started the same way. The usual solution handed the important part to somebody else, and it was not good enough for the person who had to live with the result. So we built that part.

  1. 01Popcorn EditorPrint shops
    Studios and brands    Instead ofExport it, email the printer, wait for the callback about the colours.What that meansThe file leaves your browser already in the printer’s colour, with the special inks named and the cut line drawn. It goes on the press as it is.For example16:40
    A run of 500 stickers goes to press with the cut line already on it.
  2. 02PageWebProRestaurants and venues
    Shops, makers and studios    Instead ofA website, plus four separate subscriptions bolted onto the side of it.What that meansThe booking, the order and the enquiry are part of the site itself. They arrive in one place, whether or not anybody was watching.For example19:32
    A table for four, confirmed, while the kitchen was running.
  3. 03KerfTimber-frame carpenters
    Joinery workshops    Instead ofWriting the list once for the workshop, then typing it again for the machine.What that meansThe carpenter builds the list in workshop language. The joinery machine reads it and cuts from it. We put a file on a real machine before we believed that.For example07:10
    Yesterday’s beam list is already cutting.
  4. 04hAireHospitality and retail
    Maintenance and food production    Instead ofWaiting for robots that can do the job on their own.What that meansSomeone anywhere in the world does the physical work at your location, this afternoon. No autonomy required.For example14:00
    A shelf restocked in Rotterdam, by an operator working remotely.
The products

Four things we make.

Two you can open right now, one arriving next year, and one we built for a workshop down the road.

01

Popcorn Editor

Live at popcorneditor.com

A design editor that runs in the browser and gives you back a file the printer can put straight on the press. No conversion step, no callback about the colours, no separate piece of software for the bit at the end.

Who uses itA print shopHands its customers an editor that returns files the shop can actually run.A brand studioPackaging, labels and stationery, with the cut line drawn where it belongs.A restaurantMenus and table cards, changed in the morning and reprinted the same afternoon.Anyone in a hurry482 ready-made starting points, in 13 categories, free to edit.
02

PageWebPro

Live

Most websites describe a business. This one runs it. Bookings, orders, tickets and enquiries are part of the site rather than four subscriptions bolted onto it, and everything a visitor does lands in one place.

Who uses itA restaurantCovers booked while the kitchen is running, against real tables, without the phone.A shop or makerThings you post, things you download and things people subscribe to, in one checkout.A venueDated events, ticket tiers, and a code that gets scanned at the door.A studioEnquiries that arrive already sorted, and a calendar for the call that follows.
03

hAire

Announced, available mid-2026

A remote workforce for physical work. Someone anywhere in the world does the job at your location, today, without anybody waiting for robots that can manage on their own. Hire people where you can. hAire the rest.

Where it fitsHospitalityCover a shift at short notice, without a week of recruiting.RetailRestocking and resets, after closing, at whatever hour suits.Maintenance and repairAn extra pair of hands on site when the job needs two.Food productionLine work around the clock, from ten euros an hour.
04

Kerf

Internal tool, not publicly available

A cutting list for timber-frame carpenters. You describe the beams the way you would describe them in the workshop, and the joinery machine reads the result and cuts from it. Nobody types the list twice.

Built for a workshop, not for sale. We are including it because it is the clearest example of what we mean.
How it goesThe carpenterBuilds the list in workshop language, with a drawing that updates as they type.The workshopGets one printed list, in Dutch, that matches what the machine will do.The machineReads the file straight off and cuts. No post-processing, no re-typing.Before we believed itWe took a file to a real joinery machine and watched it run.
Why we work this way

This is not stubbornness.

Writing the difficult part yourself is slower and more expensive. There are three reasons we keep doing it anyway.

It has to work on the dayA file that looks right on screen and then jams on the press has cost somebody a print run. A joint that looks right and does not fit has cost somebody a beam. When we are not certain, we would rather the software said so than quietly guessed.
Nobody wants four loginsWhen the important part belongs to somebody else, so does the pricing, the support queue and the outage on a Friday afternoon. We keep it where we can still fix it.
We use them ourselvesEvery one of these exists because we needed it first, and we are still the ones who get annoyed when it is wrong. This website runs on one of them.
A joint that looks right and does not fit is worse than an honest omission.A rule we wrote for Kerf, and then kept for everything else
The other half

Brand Level

Brand New Level builds products. Brand Level does the same work for other companies: websites, marketing and automation, in Dutch, out of the same building in Weesp.

brandlevel.nl ↗ (opens in a new tab)Netherlands · Dutch and English