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Backfill · 2023

#344 of 420

HAY Kaleido Trays

seq 10
PragmatistNew product/launchhomeadmiration
brand strategy
NoticingAchievementGroup Security3/9
HAYAreaware
ImagePress/product shot

Press shot: Several geometric steel trays in assorted colors and shapes arranged together on a white surface, with keys, a watch, and small items placed in them.

260 words

HAY makes steel trays called the Kaleido that are just flat geometric shapes in bright colors. They've been sitting on my desk for 3 months holding keys, coins, and random small things. Shapes are hexagons, triangles, and irregular polygons. You can arrange them in different configurations because they nest together like puzzle pieces. Each tray is stamped from a single sheet of powder-coated steel, so no joints or seams. Slight lip on the edges keeps things from sliding off. What I like is that they turn clutter into a composition. A pile of keys and chapstick on a desk looks messy. Same items on a bright green geometric tray look intentional. Areaware version does something similar at a lower price point, but the steel quality on HAY trays is noticeably better: thicker gauge and more precise bends. At $18 for the medium size, it feels fair for a product solving a real organizational problem while also looking good. Color range includes a flat red, dark green, and terracotta that coordinates well with most desk setups. I gave one to my roommate and he uses it for his wallet and AirPods. Appeal isn't just about aesthetics.