Craff House Branding

When I met with the founder/CEO of Craff House, I noticed a real lack of identity and overall branding for the newly opened subscription box start-up. After suggesting the creation of a brand guideline, the founder shared his vision with me: to offer a premium, luxe, and accessible experience to Millennials who have a passion for art. The goal was to establish a brand that reflected Craff House's mission of providing its audience with an experience that nurtures creativity while also giving a platform to aspiring artists.

Initially drawing inspiration from luxury brands, we aimed to create a brand that people would take pride in receiving at their front door. The core of our branding strategy revolved around the packaging, seeking to replicate the iconic luxury packaging of brands like the orange Hermes box and the brown bag from Bloomingdale’s. As our target demographic consisted of a younger audience, and to maintain a gender-neutral appeal, I opted for a teal color scheme, which typically leans towards a more masculine tone. Additionally, we incorporated a softer secondary color palette to complement the teal. Our videos were shot in a documentary style, and the imagery we used was highly stylized and edited, giving Craff House an elevated and premium feel.
Brand Director

Video Director - Sally Lomidze, Video/Sound Editor - Michael Zhonga, Illustrator - Carrie Chen