Ten Letters was comissioned to design the brand identity, Webshop, packaging and photography for Rohling and its first product, the Armchair Type 1. A chair constructed out of 100% uncoated Aluminum.

The first prototypes were crafted using standard aluminum L-profiles and uniform nuts and bolts. The idea of these limitations and use of basic, utilitarian materials in this new context was the starting point for developing the brand’s visual identity.

During their research, Ten Letters delved into pragmatic design exampleslike the small markings on a car windshield, industrial elevator interfaces, the typography on a thermos, or the silver sticker on a power tool battery. Often overlooked, these elements have a quiet, pragmatic beauty.

By combining single-color, machine-inspired typography with raw materials like cardboard, and contrasting it with sleek product photography by Klemen Ilovar and tactile packaging labels, a restrained yet authentic visual identity was developed. This identity reflects the essence of the Armchair Type 1 practical, minimal, and true to its origins.