Studio Bruch’s identity for carpentry company Hea is led by a bespoke lumber-inspired typeface

Hardworking, happy and harmonious, Studio Bruch’s identity for Hea fully embraces contrast; creating an accessible, rigid world for the over 70-year-old carpentry brand to inhabit. Taking cues from their workshop, be it soft, hard, round or angled forms, the Graz-based studio’s bespoke, lumber-inspired headline typeface and wordmark lead the identity. They set a familiar, warm tone representative of the carpenters while communicating the company’s expertise in joinery; celebrating the combining of singular parts to make a whole. Alongside contemporary photography and atmospheric imagery, Studio Bruch introduced Hungarumlaut’s Menoe Grotesque as the primary typeface, utilising the monospace’s charming construction to embody Hea’s handcrafted context. Bringing Hea’s type treatments together, Studio Bruch turned to timeless tones for the identity’s colour palette. “We wanted to use natural and grounded colour tones for communicating the basic material (wood) in a decent way,” Creative Director Kurt Glänzer explains.