Designer · Photographer
I set up my practice like a well-organised kitchen.
Microwaved design solutions aren’t how good design is created.
I have always been a sucker for old school wordmarks that have that quirky feeling that makes them so special. As I looked back at the brand’s history, it felt right to maintain that feeling.
The name Zion is a gender-neutral name of Hebrew origin... conjuring scenes that lay the groundwork for the tactile, serene brand.
It breaks the idea of perfection through a hand-drawn pattern, creating a conceptual and aesthetic contrast between what is imperfect and what is ideal.
There is no real branding as the founder didn’t want any graphical communication besides the wine bottles.
Bens and Bier have the same amount of letters... we were searching for a wide and bold grotesk which is monospaced and didn’t find one which perfectly fitted our needs.
The craft beer market in Austria and in central Europe, in general, is full of colourful labels and playful illustrations, so we decided to go the opposite direction to get the most attention and introduce Bens Bier as a new brand.
The 574th edition of Brand New’s 'Friday Likes' highlights three design projects from Lukas Diemling, OnePlus, and Auge Design. The post briefly introduces creative work across consumer products and restaurant branding from Austria and Italy. Authored by Armin, it continues the series’ tradition of spotlighting visually engaging and well-executed brand identities.
The Brand Identity interviews Austrian designer and photographer Lukas Diemling about his approach to design, which he likens to the discipline of a chef’s kitchen. He discusses his independent practice, his mockup brand BYLD, and his views on AI’s role in design, emphasizing craftsmanship, preparation, and authenticity. The conversation highlights his philosophy of balancing creativity, structure, and passion across branding and photography work.
The Brand Identity’s article by Poppy Thaxter showcases six design projects that exemplify the beauty and craft of foil stamping and other print finishing techniques. Featuring work by studios such as Tomorrow Studio, The FUTURE they PROMISED, and Studio Sly, the roundup highlights how metallic and tactile finishes elevate packaging, editorial, and identity design. Each project demonstrates a balance of restraint and opulence in applying foil and texture.
The Brand Identity’s feature article by Poppy Thaxter spotlights 13 branding projects that prominently use the colour red. The roundup showcases work from studios including 40MUSTAQEL, Studio Deploy, Navarra.is, LG2, and others, exploring how red conveys emotion, energy, and confidence across diverse industries. The piece celebrates the expressive power of colour in identity design.
Independent designer Lukas Diemling rebranded Austrian ice stock manufacturer Ladler, drawing from the company’s heritage to create a bold, retro-inspired identity. The rebrand features a distinctive wordmark, a bright red key colour, and typefaces Ginto Nord and Patron to balance sportiness with tradition. The project maintains Ladler’s established colour palette while modernising its visual hierarchy and brand consistency.
Graz-based designer Lukas Diemling created a tactile, textural identity for Zion Wine that avoids traditional branding elements. The design uses hand-drawn patterns, ink textures, and geometric forms to express the brand’s conceptual balance between perfection and imperfection. RM Neue by CoType Foundry serves as the neutral typeface, complementing the minimalist and natural aesthetic.
Graz-based designer Lukas Diemling created the brand identity and packaging for Austrian start-up brewery Bens Bier. Centered around a bespoke monospaced typeface, the identity embraces repetition and minimalism, contrasting the colorful beer market with a bold black-and-white aesthetic. The project also features photography by Felix Werinos and supporting typography from Founders Grotesk Condensed.