Swedish designer and architect Jonas Wagell has products in production with Scandinavian companies like Normann Copenhagen, Muuto, Menu, and Mitab, but it was only a few weeks ago — when we featured one of Wagell's lighting prototype in our Saturday post — that we began to understand the vast reserves of cute designs coming out of Wagell's Stockholm studio. Wagell's pieces are brightly colored, exhibiting a certain playfulness he's become recognized for as a designer, and he calls what he does generous minimalism — creating "simplistic objects that are easy to understand and use, but try to add something personal and expressive." Given his background in communications (he worked in that industry before heading to design school at Konstfack in the early 2000s), he's able to understand the relationship between people and the everyday objects they use. He approaches design not from an artistic perspective, which can be isolating and potentially pretentious, but from one based in functionality. Wagell wants his objects to be affectionately used, not admired from a shelf, so he uses readily available materials and steers clear of elaborate or expensive processes. In addition to the designer's firm JWDA, he also founded an in-house label named Hello Industry in 2011, and was named one of Wallpaper's 50 hottest young architects in recognition of his work with prefabs. Keep reading to learn more about why you ought to be keeping an eye firmly on this Stockholm-based studio.