SERENADE is a French project which aims to develop and apply the “safer by design” process to create safer nano-products. It achieves this goal by combining knowledge and scientific approaches from a range of disciplines towards this common goal. This tutorial review presents the conceptual approach to “Safer by Design” and provides several examples of case studies primarily for TiO₂ (anatase) present in paints and cements to demonstrate how the approach can inform design decisions. Particular attention is paid to chronic low dose exposure scenarios.