Why and How?
If we choose to add something to the world, it should be necessary — and better than what already exists. In addition to appealing visuals and high quality, truly good design is practical, comfortable, and close to nature.
Hubamu Design Principles
Useful
A truly necessary product stays relevant today and 15 years from now. Instead of chasing trends, we focus on fundamental human needs — the kind that rarely change over time.
Engaging
Clear, appealing design lays the foundation for a pleasant user experience and emotional connection. When we care about a product, we tend to use it longer and are less likely to replace it quickly — helping reduce overconsumption.
Sustainable
Our design process considers the entire product life cycle: from production and transport to use and eventual disposal. We use high-quality, honest materials that are biodegradable and/or recyclable and repairable whenever possible.
After more than a decade in design, I’ve come to a simple conclusion: the world needs fewer new things — and more thoughtful, lasting solutions. Good design isn’t just about how something looks; it’s about meeting real needs with care and intention.
I believe that creating something new comes with a responsibility — for the materials we use and the impact we make. That’s why we seek balance between timeless design principles and modern technologies. The goal? To build products that are genuinely needed, that stand the test of time, and that live in harmony with the world around them.
Kaur Käärma
Hubamu founder
