Sometimes we are so anxious to have the final product. And we forgot to enjoy the process. Particularly in today's scenario, we're referring to the hidden beauty behind technological processes. The kind of method we're mentioning is an ultra-high quality one, and you'd be hypnotized by just staring. The design project we're showcasing involves Hofmann & Vratny and &why design studio.

H&V enables leading brands around the world to manufacture innovative products with state-of-the-art milling cutters. The relaunch of the corporate identity puts quality and the highest demands in the spotlight and stages the milling cutters as desirable, aesthetic objects at the center of the brand. Under the claim "Shaping tomorrow," the brand confidently demonstrates what it means to combine the highest standards in product manufacturing with a sense of humanity and social responsibility. &why redesigned the whole brand from strategy to tonality to product photography and web design. It features a modern concept and an incredible art direction, perfectly highlighting the beauty of a technological, mechanical process.

An overall stunning work from the design studio, and its result is cool. The aesthetic and approach &why gave to Hofmann & Vratny are definitely innovating it the industry itself.

&why design studio is a global team of creative problem solvers, designers, entrepreneurs, enthusiastic bicyclists, developers, bartenders, musicians, and mountaineers. They may all have different backgrounds, but they feel strongly connected by the things we believe in, like creating an atmosphere in which everyone feels welcome, striving to grow and learn, and pushing our boundaries in every single project.