Danish designer Lea Hein is trained as a cabinetmaker and furniture designer. With a strong emphasis, respect for and understanding of traditional craftsmanship, Lea Hein finds the non-perfect elements in a design object the most interesting. Driven by a continuous curiosity of the potential in forms and materials, she finds it important to push boundaries between traditional function-based design and contemporary art.
Rather than being the conductive element in her designs, function comes in second and provides space for the experimental aspects, which are paramount to Lea Hein’s designs – because the unexpected is what causes one to pause and reflect.
I created a visual identity and a portfolio concept for Lea Hein that enabled her to customise it for different purposes. Am currently working on updating her website.
Lea Hein’s work is characterised by play with honest materials and a penetrating geometric aesthetic. The new trademark design therefore needed to be an extension of this universe.
The trademark was purposely kept simple in appearance with the circle forming the geometrical frame for her initials ‘LH’ that are put together in a playful but structured way. The 45° angle from the ‘L’ in the trademark is repeated on the stationary to increase coherence across the visual identity.
Lea Hein needed a flexible and customisable product catalogue to hand out to potential retailers; one where she could easily pick and mix between her different products to fit the retailers’ interest. At the same time it needed to be an economically solution where adding new products would not be a costly expense.
Instead of a standard catalogue, I came up with a concept where each product were featured on a single sheet, so she could mix the products as she saw fitted for each purpose. The catalogue was sealed with a paper sheet containing information about Lea Hein and her contact info.