Hartleib is a ceramics studio in Vienna that offers ceramic pieces and pottery courses. The new brand identity strikes a balance between structure and intuition. It conveys a sense of calm, precision and warmth.
Context
What was missing was a visual identity that went beyond mere aesthetics and reflected the brand's philosophy. At our first meeting, Sarah Hartleib radiated exactly what we were looking for: a positive sense of calm that is reflected in her work. The aim was to bring this energy to life and strike a balance between precise craftsmanship, playful freedom and serene mindfulness.
Strategie & Prozess
The answer lay in the name itself. ‘Hart’ stands for precision, structure and permanence. ‘Leib’ stands for the physical, the warmth and the handmade. The real question was how to combine Sarah’s personal style with the clarity of a modern sans-serif typeface without resolving the tension between emotion and structure. This, precisely, became the foundation of the identity.
Design & Outcome
The strength of the identity lies in the fact that it directly reflects Sarah’s personality – as a system rather than an illustration. Handwritten and sans-serif typefaces bring the brand’s duality to life: personal yet precise, warm yet clear. Earthy colours and plenty of white space create precisely the sense of calm that defines Hartleib. An identity that you can feel immediately, yet one that works in any format.
