Humana Studio shared the design project for the visual identity and online shop for Jeroen Ottens Design. For the past 40 years, Lego Technic has been challenging Lego Builders and for Jeroen Ottens it was time to create its own brand. Working closely with the founder - a former LEGO Technic senior designer at LEGO Company - Humana Studio clarified the brand’s future and path into it by developing the brand identity and online shop.
Our challenge was to find common ground between LEGO and Jeroen’s brand, write a narrative, design a new identity, and frame a new brand experience. The strategy then began by focusing on the brand’s functionality and trying to demonstrate and represent an elevation of status. To achieve that, the visual strategy was centered on the delivery of high-quality service with many options to represent a dynamic brand identity.
Anything can be built from LEGO Technic.
The idea of perfection is expressed in an interesting way by the colorful details, and dark colors, with clean and minimal layouts. Humana Studio designers divided into two color categories, main, used more regularly and in larger spaces and secondary, used only in details and subcategories of the brand.
For the typography we used a font that avoids simplistic solutions in favor of animated, reader-friendly forms, and is beaming with confidence. We’re thrilled to have partnered so closely with Jeroen Ottens Design in helping to shape and bring this brand to life.
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