Craft Design Cases
Designers behind the work
Designers and creative leads credited on Craft projects in press coverage.
Designers and creative leads credited on Craft projects in press coverage.
Design recruitment agency Craft has unveiled a new brand identity centered on the concept of 'cultivation', symbolized through a floral visual system. The rebrand, led by a global creative team including Sundry, Good City, and photographer Paula Codoner, reflects Craft’s mission to nurture creative talent and leadership. The refreshed identity replaces a decade-old Elmwood design with a more mature, textured, and globally resonant look.
Creative agency The Great Exhibition collaborated with Swedish sportswear brand Craft to create the 'Walk the Sky Experience', an inflatable pop-up store in Stockholm that lets visitors physically experience the Kype running shoe through a bouncy castle environment. The project aims to reimagine retail as a playful, sensory experience while commenting on the decline of traditional high streets. The installation merges fun and purpose, positioning experiential design as a potential future for retail engagement.
Tom May’s Creative Boom article explores Beano Brain’s 2025 Coolest Brands report, which reveals how Generation Alpha engages with brands. The piece highlights YouTube’s dominance, Nike and Adidas’s contrasting strategies, and the rise of experiential and authentic branding from companies like KitKat, Domino’s, and Jellycat. It underscores how Gen Alpha values identity, creativity, and genuine experiences over hype.
The article explores how small independent design studios in Korea are sustaining themselves by launching their own ventures. Studio Double-D, led by Huh Minjae, created Be(Attitude) and later Nupip, while Vergum, founded by Chung Yeonjung, evolved into Vergum Making through its cultural product Good Luck Fish. These examples highlight how Korean designers are blending entrepreneurship with cultural and design innovation to maintain independence.
The article profiles Basketclub, a global community initiative founded by designers Adrianus Kundert and Jamie Wolfond to explore modern basket making through emoji-themed briefs. The project celebrates manual craftsmanship and collaboration, bringing together designers worldwide to reinterpret traditional basketry. It highlights the club’s evolution, notable collaborations, and upcoming exhibition at Schloss Hollenegg in Austria.
The article by Poppy Thaxter spotlights eight design studios whose brand identities translate beautifully onto apparel, particularly T-shirts. It highlights how wearable branding extends a brand’s presence into the physical world, featuring projects from studios like Forth + Back, Davy Denduyver, and Foreign Policy. The roundup celebrates creativity in merging fashion and identity design.
Minecraft and Swedish ice cream brand N!ck’s teamed up for a limited-edition Square Pint Collection inspired by the video game’s blocky world. The collaboration includes four themed ice cream flavors and packaging designed by Meaningful Works. The partnership marks Minecraft’s first collaboration with an ice cream brand.