Product and Industrial Design in Humlebæk, North Zealand – Between Copenhagen and Elsinore

isualization and 3D Marketing

3D visualization is a powerful tool for both design development and marketing. I provide 2D and 3D visualizations, VR animations, and renderings, which can be used for:

• Design validation and product development
• Presentations for clients and investors
• Marketing and sales – before production begins

By using 3D illustrations, you can showcase your product in catalogs, websites, and advertising campaigns long before it is manufactured.

CAD Drawings and Technical Documentation

Roug Design delivers precise CAD drawings and technical documentation to ensure a smooth transition from concept to production.

As an industrial design firm in North Zealand, near Elsinore in Humlebæk, I provide high-quality technical solutions, ensuring that your products are developed with precision and efficiency.

Brand Identity Through Product Design

A well-thought-out product design is a key element of your company's brand identity. I help create a cohesive design language, ensuring that your product is not only functional but also reflects your company's values and stands out in the market.

Behind every image lies a esign concept and a development process. This image showcases one of my product design projects, displayed at random. Scroll down to explore more projects in the portfolio, or refresh the page to see another design.

You are also welcome to visit my studio in Humlebæk to experience my design solutions in person.

Consultancy Projects – From Idea to Final Product

As a product and industrial designer, I provide consultancy services to businesses looking to invest in developing or refining their products. Every project begins with a design concept, where I help companies think outside the box and explore new opportunities that add value to both the business and the end-user.

My consultancy projects cover a wide range of areas, including concept development, design strategy, CAD drawings, 3D visualization, and production solutions. A key aspect of my work is communicating the message behind the design, ensuring that its functionality, aesthetics, and business potential are clearly understood by investors, stakeholders, and customers.

My goal is to combine aesthetics, functionality, and production efficiency, ensuring that each design is a strategic investment with a competitive edge in the market. Below, you will find examples of previous projects where I have contributed with idea development, design optimization, and technical documentation.

Fashion design | Ilse Jacobsen • Hornbæk | 3D illustration - styling

3D styling Ilse Jaobsen • May 2011

3D Modeling of Ilse Jacobsen's Iconic Rain Boot. In collaboration with Ilse Jacobsen, this project explored the potential of digitally visualizing their iconic rain boots through 3D modeling.

This opened possibilities for future 3D scanning, streamlining the process for even more precise models.

Animation VR

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More information on animation VR

Bicycle Design | The LithoNe City Bicycle | 3D Design Concept

This project began as a client assignment in April 2010. The client requested a 3D model of a city bike concept. However, the project was halted after its initial phase due to lack of funding.

A year later, I completed the design with additional details, taking it on as a personal project to refine the concept.

Note: Due to threats and conflicts from the client over a decade after the project's start, I have removed specific references to the individual from my site while the issue is under investigation. Unfortunately, similar issues seem to have affected other designers worldwide.

Architecture | Enemærke & Petersen A/S | Concept designer

Styling concept • eogp.dk • February 2010

This was a communication concept project where contractors and customers/residents could meet in a cozy, well-designed mobile container at the construction site. Inside the mobile container, people could find information about the progress of the renovation/construction project and engage in informal and pleasant conversations between the contractors and residents.

The project was a concept, and given that a significant amount of time has passed since the project was held, and the development manager who hired me for the project has now retired, I feel it is appropriate to present the koncept.

Product design | Project with two CBS Students | Concept Designer

Venturecup.dk • October 2007

Advised two students from Copenhagen Business School (CBS) in a business concept competition. They aimed to develop an electronic parking meter that could be placed on a car’s dashboard, automatically issuing a receipt upon parking.

I contributed as a designer to help visualize and refine their idea.

Although they did not progress further in the competition, the project was a valuable learning experience in product development and concept design.

Product Design | T•Rex Effects | Technical Illustrator

Technical Drawing • Music Industry • T•Rex Effects • June 2007

In June 2007, I was contacted by T•Rex Effects through Jobindex.dk to create detailed 2D technical drawings for a portable speaker concept tailored to modern music industry needs.

The project involved developing a precise technical visualization of the design and functionality of the speaker in a mobile format.

Although the concept did not go to market, it provided a valuable opportunity to explore product design for the audio industry, allowing me to emphasize both aesthetic appeal and technical accuracy.

Product design | Møller-Jensen Innovation & Design ApS | Photoshop illustrator

Concept styling to the medical market • mjid.dk • October 2006.

• Developed presentation drawings in Photoshop for a pharmaceutical product.
• Conceptual design and visualization for the medical market, focused on presenting a new sampling product.

I was contacted on short notice by Peter Møller to assist with the design and presentation of a medical product using Photoshop.

The project lasted a week and involved visualizing a concept for a sampling product.

Although the product was not ultimately pursued, this project enhanced my skills in Photoshop and the visual presentation of complex concepts.

Product design | Brahe Design - SunQuick | Designer

Industrial design • brahe-design.dk • October 2005

Design development of a liquid-bottle pump for SunQuick, currently marketed in Asia within the beverage industry.

The project involved comprehensive research on small pumps, sketching, and creating 1:1 foam models. I delivered a functional and visually appealing solution, earning recognition from Jakob Brahe-Pedersen, owner of Brahe Design, who appreciated my skills in sketching and marker techniques.

Interior & product design | ILVA design competition

In 2013, Torben Nyegaard Poulsen and I participated in ILVAs design competition with the goal of creating a furniture series that redefines modern interior design. Our vision was to strip the design language down to its essence and develop a cohesive collection that merges aesthetics, functionality, and adaptability.

Some of the furniture pieces had already been designed before we heard about the competition. When we decided to participate, we expanded the collection by designing additional furniture and products to create a complete and cohesive series.

With Scandinavian minimalism as our foundation, we focused on modular furniture that could be customized to fit various interior styles. We wanted to convey the idea that furniture is not just inventory—it is a fundamental part of a home’s identity.

Our approach was to challenge conventional solutions and develop an innovative furniture series that merges functionality with a strong design identity.

The concepts were designed using the 3D software Alias Studiotools and rendered in KeyShot, allowing us to refine the details and visualize the final aesthetic of each piece with high precision.

To view details click on the picture.

Animation VR

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More information on animation VR

Personal Projects – Creativity Without Limits

Beyond my work as a product and industrial designer for businesses, I also develop personal design projects where I have the freedom to experiment, explore new ideas, and think outside the box.

These projects allow me to test innovative concepts, materials, and production techniques, without the limitations often associated with commercial assignments. Some designs are visionary experiments, while others have the potential to be developed into real products.

My personal projects are an essential part of my design thinking and creative process, enabling me to constantly push boundaries and refine new solutions within product and industrial design. Below, you can explore some of the concepts and ideas I have been working on.

Projects with Mr. Torben Nyegaard Poulsen

I have the pleasure of collaborating with designer Torben Nyegaard Poulsen on several exciting projects. Torben, who also has a background in transport design from Coventry University (08), and I began our collaboration when he needed a 3D model of his rim design for his graduation project—a sports car concept for Citroën.

Since then, we have worked together on a range of projects, including:

• A design competition for Aquila Racing Cars ApS
• A boat project that we have now resumed and are considering linking with the electric motorcycle project
• A Furniture concept submitted to an Ilva design competition, where we later expanded the series with additional furniture and decor pieces
• A Salvador Dali-inspired wine glass that I 3D-modeled for Torben, for which we also created a prototype
• A sculptural flat-screen TV concept with a unique design form

Additionally, we are working on a motorcycle project that is now close to production. This project has evolved from a hobby design concept to an innovative electric motorcycle product. Together with Poulsen Motors’ founder, Torben Poulsen, I contributed 3D modeling, illustrations, and development suggestions.

Fashion apparel design | Jewelry concepts

I have ventured into the world of jewelry design through my 3D software, experimenting with unique and sensual shapes for rings and bracelets.

Playing with materials like gold, silver, and other luxurious metals, I’ve crafted elegant and seductive designs.

Using advanced rendering techniques in Keyshot, I’ve brought these pieces to life, showcasing their exclusive and luxurious appeal.

Product design | Chocolate design concepts

In this project, I explored the development of chocolate concepts, combining graphic design and product design to create unique chocolate shapes.

Using Alias StudioTools, I developed a series of simple shapes that were later visualized in 3D.

To visualize the final 3D chocolate designs, I used KeyShot to create rendered chocolate shapes with realistic materials and detailed texture and lighting.

This allowed experimentation with various digital chocolate designs and testing how the form and surface would appear in real life.

The project demonstrates the potential of creating modern chocolate concepts through digital design and advanced visualization techniques. The result is a series of product designs with an elegant and innovative approach to the chocolate industry, combining visual aesthetics with functional properties.

This work illustrates how chocolate design can be developed and shaped using Danish concept design and digital technology.

Interior product design | Bar stool concept

I have experimented with the design of a bar stool that combines a light and classic look with modern lines.

The dynamic shape of the seat is inspired by the automotive industry, with a bold Ferrari-red color emphasizing the stool's sporty and daring appearance.

The design was developed in KeyShot, where I explored various color and material options to highlight the stool's details and aesthetics.

Product interior design | Dynamic sofa for large spaces

The idea behind this sofa was to experiment with 3D design in Alias StudioTools.

The result is a large sofa, suitable for public spaces, either indoors or outdoors.

The design incorporates elements of automotive styling, with reflections playing a key role in shaping the form.

In KeyShot renderings, the sofa is shown in a striking red, emphasizing its modern and eye-catching appearance. With its organic lines and dynamic design, this sofa is perfect for larger areas where both aesthetics and functionality are essential.

Click on the image to view images in larger size.

Animation VR

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More information on animation VR

Fashion apparel design | Eyewear Design Concepts

As someone who has worn glasses since I was five, I have a deep connection to eyewear. However, this has also made the design process quite challenging, as I have to take off my glasses to study them. Balancing my personal experience with the technical aspects of eyewear design has been an exciting challenge.

In my latest project, I’ve developed two eyewear concepts: a pair of sports glasses and a pair of everyday glasses. Both designs are inspired by principles from transportation design, where form, function, and aerodynamics play a key role. I aimed to create glasses that are not only aesthetically pleasing but also functional in different daily and active scenarios.

The sports glasses are designed with a focus on comfort and stability during movement, using carefully selected materials and forms to ensure a lightweight and ergonomic fit.

The everyday glasses are crafted as a sleek and timeless solution, designed to be worn throughout the day without compromising on comfort. The emphasis here is on a minimalist expression that still exudes personality and quality.

Both eyewear concepts reflect my interest in combining aesthetics with technology while drawing inspiration from streamlined forms and functional solutions found in transportation design, alongside my experience as a glasses wearer.

Product design | Letter box concept

This letterbox concept is inspired by Apple's streamlined and minimalist design aesthetics, particularly their use of simple and elegant stands, as seen in their monitors.

I aimed to create a product where the letterbox and its stand are integrated into a seamless unit, eliminating the need for traditional, cumbersome installations like deep holes and long poles. Instead, my solution is both stylish and functional, making it easy to place the letterbox while ensuring it stands out visually.

In short, this design challenges the conventional perception of what a letterbox looks like and how it functions.

Transport interior design | 3D Car Seat Design and Rendering

I designed and modeled a car seat concept in 3D as an exercise in November 2018.

The task focused on creating a realistic leather texture using rendering in KeyShot. To achieve this, I studied various car seats for inspiration.

In December 2024, I presented the project with a series of images, some of which were photoshopped with props such as plants and a sleeping dog to create a more lively and realistic scene.

Auto design | 3D wheel Rim Design: The Perfect Balance of Aesthetics and Functionality

I specialize in designing and modeling custom wheel rims using the advanced 3D software Alias Studiotools. My work strikes a balance between aesthetic innovation and functional precision, making each rim design unique and tailored to the overall style and technical needs of the vehicle.

The process begins with a foundational model that includes the tire, suspension, and brake disc as standard components. This setup allows me to focus on crafting intricate patterns and details that define the visual identity of the rim. Depending on the complexity, the modeling typically takes between half a day and two days.

Experimentation is at the core of my design approach. I explore various shapes, materials, and textures to create designs that meet functional requirements while giving the vehicle a distinctive visual appeal. Inspiration often comes from previous designs, which I reinterpret to reflect modern trends and technological advancements. Many of these rims are created as part of concept cars, where they enhance the vehicle’s overall aesthetics and performance.

The final product is more than just a rim—it’s a seamless combination of durability, precision, and style. Each rim adds a unique dimension to the vehicle's look while ensuring the technical robustness necessary for optimal performance and design coherence.

With Alias Studiotools as my tool of choice, I transform ideas into reality, delivering rims that are both visually striking and technically advanced.

Interior product design | Lighting design concepts

This project involved experimenting with lamp designs using Alias StudioTools, a 3D modelling software I am using.

The focus was on form development and the realistic portrayal of light, aiming to capture how the light interacts with various shapes and materials.

This was also an exercise in 3D modelling, where I practised rendering the lamps with natural-looking light effects.

The forms range from futuristic to minimalist, each exploring different approaches to lighting in both practical and aesthetic terms.

Interior product design | Vases and knick-knacks

In this project, I explored the design of vases, playing with shapes and materials in 3D. Using Alias StudioTools for modelling and KeyShot for material rendering, the project was an experiment in form and surface treatment.

The goal was to explore different textures and finishes, resulting in vases that are both functional and visually striking.

This project was part of a fast-paced idea development phase where the emphasis was on quick, creative experimentation.

Fashion apparel design | Stilettos meet the sports world

This project was born from a desire to explore and rethink the shape of a high-heeled shoe. The vision was to merge elegance with sports aesthetics, resulting in the development of a 3D model of a stiletto that incorporates sports logos. My aim was to visualize how a sports brand could enter the high-heel market and thereby redefine shoe design. I used size 35 as a starting point for the basic form and then experimented with different heel shapes and approaches.

Unexpected attention on fake sales websites

In March 2021, I discovered that images of this concept were being misused on fake sales websites where the shoes were falsely offered for sale. Even though the shoes do not exist in reality, there were fabricated positive reviews from "buyers." I tried to warn potential buyers through reviews but without success. To protect my work, I added text to the images, clearly stating that it is a 3D illustration only.

Animation VR

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More information on animation VR

Interior product design | Paintings - art work

My artwork is deeply rooted in sustainability. Most of my paintings are created on recycled materials, such as back panels from old cabinets and shelves, predominantly sourced from IKEA furniture. By using these discarded items, I give new life to materials that would otherwise go to waste. This approach is not only eco-friendly, but it also adds a unique authenticity and story to my paintings.

The colours I use are mostly leftover paints I've accumulated over time, adding depth and character to each piece. Every hue has its own narrative, creating a distinctive richness. My creative process is intuitive, allowing each painting to evolve organically, expressing a momentary feeling or atmosphere.

These paintings are currently displayed in my home, contributing to a personal and unique ambience. Through my art, I hope to inspire others to see the possibilities in reusing and to create with what surrounds them.

The Future of Trailer Design | Design concepts from June 2008

As part of a project related to trailers, I presented several ideas for design innovation in 2008, which I am now showcasing. My approach focused on enhancing both the functionality and aesthetics of trailers through creative solutions.

These concepts include:

• Rounded design: A proposal for a more aerodynamic and integrated trailer shape, featuring storage compartments beneath the floor for added practicality and stability.
• Folding trailer concept: Inspired by strollers, this vision suggests a collapsible trailer for easier storage when not in use. This concept was particularly forward-thinking, as a trailer or design company presented a similar idea a few years later.
• Adjustable wheels: Drawing inspiration from Citroën's hydraulic wheel technology, this concept aims to make loading and unloading ergonomically easier.

These designs, illustrated through freehand sketches and 3D renderings, represent a blend of functionality and innovative styling. I believe they have the potential to redefine how we perceive trailers today.

Brand identity |  Portfolio folders

Since 1999, I have created portfolio folders that I sent by postal mail.

Today, for interviews, I use an A3 folder that can be updated with new papers as needed. The folder contains plastic sleeves, making it easy to replace the content.

In the past, I also designed a portfolio newspaper with a circulation of around 2,000 copies, which was mailed out. The newspaper was a cost-effective solution for the mass production and distribution of my work.