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Simple is better to understand.
Simple is better to transform.
Simple is better to use.

Simplicity enables unity.
Simplicity enables diversity.
Simplicity enables everything.

We simply love it.
We simply do it.
We simply share it.

Arne Schultchen
5,0 Original, 2006 - today
Beer - that's it!
"Every beer needs that homespun touch. That would appear to be the central theme of German beer advertising. That's why most breweries try so hard to imbue their brands with robust local character. It's got to be premium, loud and expensive: shiny gold foil and TV ads featuring national heroes. At the eye of this marketing typhoon, a new beer has emerged: 5,0 Original. It has all the promise of a genuine quality beer; understatement and sincerity. It is five degrees of alcohol at an honest price. Because it sticks to the essentials, 5,0 finds its niche where every true German beer belongs: in calmness and strength. And when our work is done we smile inwardly and remind ourselves that 'beer is good'."
Carlsberg, Basic Crate, 2006 - today
Customizing mass-production
The original task was the unification of beer brand signs of the Carlsberg brewery group. In successfully doing that we discovered the potential of more unity and developed a universal beer crate for Carlsberg along with the strategy and technical implementation. Instead of allocating a specific little home to each beer, our creation of the Carlsberg Basic Crate developed ONE stage for the many brands of the brewery.
The system of 7 universal crates along with the In-line relabelling process replaces 140 individual crates! The ability to rebrand the crates according to demand significantly increases the amount of creates in circulation. Due to the crates shape the manufacturing with only one material not only reduced costs but also simplified the process and implemented sustainability.?


To sustain abilities

Sustainability is more than just quickly disappearing without leaving a footprint.
Sustainability is the ability to remain valuable: to be useful and helpful, to serve and to support. And when the needs change, it is the ability to adapt to fulfill a new purpose ? again and again? it is the ability to live!

The traces that a sustainable being carries are worthy signs ? the sustaining sound of its life. When its life ends, it transmits its vibration? or it fluidly transforms into a new form. And a new life begins again.

Arne Schultchen
Philipp und Keuntje, 2000
Timeless work environment
Back in 2000 the advertising agency Philipp und Keuntje moved into a new space, an old parish house. We created and supervised the transformation of the old building into a professional workspace for creative collaboration, concentration and off time - while work was in full progress!
Almost 20 years later the house is still home to creative studios and coworking spaces. The interior design gives structure but leaves enough freedom to enable people to adapt to the ever changing work environment.
TeeJays, 1995
Sustainable clothing packaging
TEE JAYS clothing packaging. Back in 1995 most clothes (shirts, jumpers, etc.) were wrapped around a piece of cardboard and sealed in a plastic bag for protection.
This durable and sustainable design, by design for human nature, is essentially a sheet of cardboard that transforms into a pack with a flow of simple moves - turning reduction into an (eco-friendly) business advantage. No plastic, no problem.
GoodCup, 2018
Eco-friendly disposable cup
We entered the NextGen CUP challenge by big food-service industry partners to design the future of take-away beverages. Our solution was among the 29 shortlisted semi-final entries out of 480 ideas from all over the world.
GoodCup is a holistic solution to build sustainable consumer habits through a deposit system, disposable cups and reusable cup producer partnerships. Our GoodCup and the redesigned lid are entirely composed of paper with a biodegradable liner.


Playfulness is a human trait that we preserve, actively use and encourage. Whether we learn, work or take breaks - we do it playfully.
We believe the best ideas and strongest concepts emerge from this approach. Fun and professionalism are not opposites but mutually enriching.
The fun we have in our work reflects into our projects and the collaborations with our clients and partners.

Armin Warnecke
Customization Workshop, 2017
Exploring DIY
Who could better describe the feelings and thoughts of a teenager than themselves? Together with a group of teenage girls some of our designers playfully explored what customization of skin care could look like.
Lippeltstrasse, since 2015
Free your mind: Get dunk at work
Our open space is a lab, a workshop, an exhibition, project room and sometimes a gym. We love a short after work round of Basketball or just taking a quick active break after lunch.
Sound Machine, 1994
Touchless loop synthesizer
Back in 1994 Arne and André designed a magical experience for an international exhibition in honor of Jimi Hendrix.

The digital loop sampler could be played like an air-harp way above the tubes to trigger and scratch the sounds. Back then even Lenny Kravitz gave it a try with his dreadlocks during the exhibition in The Museum of Modern Art.

Incorporating such sensors into a digital loop sampler elevated the experience and made very memorable impression half way around the world.


My fellow human being

Working for your human nature implies working with you as a human.

With your intuitive movements, with your everlasting ability to learn, your deeply rooted empathy, your sense of community, your love for nature, your desire to play and your ability to contemplate. Your positive qualities are to be used and empowered.

Based on this mindset we design signs, processes, tools and environments aiming to motivate, move, support and delight you as a person.

When working with the human being, the simple fact of acknowledging people only as consumers and continue to design new products that satisfy their insatiable and constant appetite will not succeed. On the contrary, working with people means awakening their personal abilities and encouraging them to evolve.

Togetherness leads to human development.

For 25 years now we advise our clients to consider the importance of human nature on their work and products. From human to human.

Arne Schultchen
HOMO, 1991
Fellow human sitting
First and foremost, design for human nature means feeling and understanding our own nature. What moves us, how do we behave, where do things help us to be more ourselves?

One of our first products is an easy chair, arm chair, a sitting and moving opportunity. A "moving chair" called HOMO.When we observe ourselves and our counterparts, hardly anyone sits symmetrically or always in the same position.

We designed this piece of furniture back in 1991. It looks like a sculpture, but feels as cuddly as the arm of a giant.HOMO is a curved backrest on a stool, a body on solid ground: like a human being, ready to be leaned on, to be hugged, to hook in, to give support. HOMO lets you move. Lets you sit the way you feel. Sitting in a constantly changing position, asymmetrical, provoking change.

A piece of furniture with body feeling. From HOMO to HOMO.
Schleswig-­Holstein, Schlaf­strandkorb, 2016
Connecting people to nature
Growing happiness by closely connecting people (tourists) with the region is the aim of the 'Glückswachstumsgebiet', an innovative tourism initiative developed in collaboration with the state of Schleswig-Holstein.

Being in nature, experiencing the beauty and strength of nature, makes people happy. Inspired by traditional beach chairs we designed a personal space to enable people to better connect to nature.

A large bed with smart storage capabilities makes staying in nature comfortable and easy while the convertible top provides a customizable sense of security by being weather-resistant and flexible.

In cooperation with the beach chair manufacturer of the "Mensch" Foundation we have developed this innovative serial product for a joy-enhancing experience within nature: in close contact, yet protected - cosiness and open skies, relaxation and rough sea, closeness and vastness.Happiness through innovation.
Arche, Summer party, 2017, 2018
Encouraging children's creativity
Appreciation and trust is what children experience in the Arche - regardless of their social background. They can play, tinker around, make new friends and simply feel safe. That's what we want to support.

At the Arche's summer party we printed colorful bags together with the kids.

That are the kind of things we love to do. Being close to the people, curious and enthusiastic.

we are design for human nature

open innovation company for

sustainable brand and product development




pioneering since 1994.

We empathize NEED, create USE and realize VALUE for customers, products, brands and businesses.

We work close to the people and businesses, always curious and enthusiastic. We love what we do.

We believe it is feelings, thoughts, and actions that shape human behaviour. In every task, we discover the motifs that drive people and take them as the basis for our work.

This approach let‘s us create experiences so natural and self-evident, they feel like they have always been there.

In 25 years we have evolved into one of the most versatile and innovative product and brand consultancies, developing timeless, self-evident and at the same time surprisingly new design and thus lasting values for companies.

We understand the human existence as the interaction of inner- and outer nature. We research, ideate and develop along this essential interdependency.

We believe in learning by doing and building to test and shape experiences immediately.

We are a diverse group of thinkers and makers, a team to envision, define, realize and execute leitmotifs.

For an in depth look - Explore!

Abstract, work spaces, movement, blue, design language, German Tourism Award, outside, experiments, exploration, colors, shapes, functionality, luck, Good Design Award, Hamburg, hands, in action, creative work, material, logo design, human, model making, nature, pretotype, product development...


Explore more

Airi Loddoch


Alexandre Redon


André Feldmann


Anika Albrecht


Anna Canisius


Armin Warnecke


Arne Schultchen


Artur Petruc


Catherine Werdel


Christine Jung


David Marreiros


Felix Hassemer


Florian Schoffro


Jan Dobmaier


Jessica Wilckens


Julia Rath


Julia Otten


Justine Plateau


María Inés Suárez Hölters

María Inés
Suárez Hölters

Matthias Knötzinger


Mechthild Ubl


Moritz Thauer


Moritz Hogrefe


Nana Bidzinashvili


Roland Hein


Sarah Scherer


Steffi Seitz


Stephan Kremerskothen




design for human nature gmbh
lippeltstr. 1 / 20097 hamburg
tel +49 (0)40 51 00 00 / fax +49 (0)40 51 70 00


responsible for the content on this website
design for human nature gmbh


lippeltstraße 1 / 20097 hamburg
tel +49 (0)40 51 00 00 / fax +49 (0)40 51 70 00


arne schultchen / stephan kremerskothen

hrb 94777 amtsgericht hamburg /

ust-id-nr. / vat no. de 814 516 213

details according to §5 tmg


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