STOHN Outdoor Living

Client: STOHN Outdoor Living
Industry: Premium Firepits, Fireglass & Outdoor Furniture
Scope: Brand Identity, Custom Catalog, Stationery Suite, eCommerce Website
Role: Lead Designer / Creative Direction

Overview

STOHN Outdoor Living crafts high-end firepits, fireglass, and patio furnishings built for design-conscious homeowners and architects. Their products combine durability with refined craftsmanship — merging industrial precision with modern comfort.

When STOHN approached us, their visual presence didn’t yet reflect the European influence at the heart of their design philosophy. The goal was to create a brand and digital system that embodied a German-inspired aesthetic: clean lines, disciplined structure, and quiet confidence.

Discovery & Direction

Through stakeholder interviews and a review of competitor brands, we uncovered key insights that shaped the creative direction:

• The brand’s strength lay in engineering precision and timeless craftsmanship.
• Visual tone should evoke modern European minimalism rather than rustic Americana.
• The user journey online needed to mirror the brand’s tactile, intentional design process.

These findings informed the design principles for the project:

1. Precision & Order – balance geometry and white space.
2. Material Authenticity – highlight textures like steel, glass, and stone.
3. Functional Beauty – every element serves purpose and clarity.

Brand Identity

The new STOHN identity system captures the tension between warmth and structure — a mark that feels architectural yet inviting.

• Logo: A minimalist monogram constructed from interlocking “E” and “H” forms, reminiscent of engineered joinery.
• Color Palette: Charcoal, brushed steel, and ember orange — reflecting industrial materials and subtle heat.
• Typography: A modern European sans-serif (inspired by DIN typefaces) paired with light geometric accents for a distinctly German aesthetic.
• Visual Language: Rigid grid systems, ample negative space, and focus on materials in macro detail.

Print Collateral & Catalog Design

The custom product catalog became an anchor for the brand’s tactile storytelling — designed to appeal to both retail and architectural clients.

• Layout System: Modular spreads echoing Bauhaus-inspired proportions.
• Photography Direction: Controlled lighting emphasizing craftsmanship, texture, and scale.
• Finishing: Matte stock with soft-touch lamination and spot varnish on metallic elements.
• Tone: Sparse yet evocative — allowing the product and materials to speak for themselves.

Stationery System

The stationery suite was designed for minimal elegance and consistency across touchpoints:

• Letterhead and Invoices: Structured grid layout, ample margins, subtle emboss.
• Business Cards: Duplex stock with raised metallic logo and clean typographic hierarchy.
• Packaging Labels & Tags: Industrial typography paired with minimal iconography for quick readability.

Website & eCommerce Design

Goals

• Reflect the sophistication of European industrial design.
• Deliver a clean, intuitive eCommerce experience with high-end product presentation.
• Integrate with a scalable CMS and inventory system.

Approach

We created a modular, grid-based interface with precision spacing and a neutral color scheme — allowing product materials and craftsmanship to take center stage.

Key Features:

• Full-width lifestyle photography with subtle parallax motion.
• Dynamic product filtering by material, finish, and fuel type.
• 3D product viewer integration for firepit configurations.
• Minimal checkout flow optimized for conversion and clarity.

Results

Following the brand and website launch:

• Catalog requests increased by 120% in the first quarter.
• Average online order value grew 65%, driven by the new visual hierarchy and product configurator.
• Trade partners praised the brand’s modern, “European engineering” aesthetic, setting STOHN apart from domestic competitors.

Reflection

The STOHN project was an exploration of how discipline and warmth coexist in design — a blend of industrial precision and emotional connection. Every decision — from typography to product photography — was guided by restraint and purpose, ensuring the brand feels timeless, not trendy.

Deliverables

• Full Brand Identity System
• Logo Suite & Guidelines
• Stationery & Print Collateral
• Custom Product Catalog
• Photography Direction
• eCommerce Website (UI/UX Design)
• Digital Marketing Templates