The Challenge
Harlen was founded by Kacie, who set out to bring her vision of handcrafted timber bathroom vanities to life – accessible, sustainable, and beautifully made. The challenge was to create a brand identity that reflected Harlen’s philosophy of craftsmanship with conscience – balancing refined design, environmental responsibility, and social impact. The identity needed to feel premium yet purposeful, echoing the care and integrity behind every piece.

The Approach
Rooted in the guiding principle Mindfully made from forest to finish, the design direction drew from the natural formation of timber and the brand’s sustainable closed-loop process.

The logo icon captures flowing, organic lines inspired by woodgrain, a symbol of the lifecycle of sustainability, where every stage of production gives back to the earth. This circular movement reflects Harlen’s commitment to FSC Certified timber, sustainable OSMO finishes, and repurposing off-cuts and sawdust into new life – from small products to mushroom mulch. Visually, the brand identity embraced neutral tones, fine typography, and refined restraint to convey craftsmanship, longevity and calm precision – mirroring the quality and mindfulness inherent in every Harlen vanity.

The Solution
The final identity embodies Harlen’s ethos: Handcrafted for Good. It represents a balance between beauty, sustainability and humanity – allowing the materials, craftsmanship, and purpose to speak for themselves. The result is a brand identity that feels quietly confident, authentic, and deeply connected to its values.

The Results
The new identity positioned Harlen as a leader in conscious craftsmanship, uniting refined design, sustainability and social responsibility in one timeless expression.

All images featured in this case study are direct imagery from Harlen and remain the property of Harlen: harlendesign.com.au