Craftoria Асноўная функцыя: Брэнд-ідэнтычнасць by Cansu Dagbagli Ferreira is a highly esteemed winner of the very prestigious 2026 Бронзавая прэмія A' Design Award in Дызайн графікі, ілюстрацыі і візуальнай камунікацыі Competition Category.
БронзаГрафіка· 2026
Craftoria Асноўная функцыя: Брэнд-ідэнтычнасць
Client: Cansu Ferreira
Бронзавая прэмія A' Design Award Winner in Графіка Category
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The Design
About Craftoria Асноўная функцыя: Брэнд-ідэнтычнасць
Тэкст кнігі: Рэбрэндынг Craftoria даследуе перасячэнне гістарычных мастацкіх рухаў і сучасных рытуалаў дабрабыту. Натхнёная мастацкай сцэнай 1920-х гадоў, ідэнтычнасць выкарыстоўвае вытанчаны шрыфт з засечкамі для лагатыпа і ілюстрацыі вікторыянскай эпохі, каб пазіцыянаваць наборы для размалёўкі па нумарах як вытанчаную, медытатыўную дзейнасць. Структурны дызайн упакоўкі для перасылкі забяспечвае пераход ад знешняга мінімалізму да высокакантраснага, насычанага колерамі інтэр'еру, фармалізуючы распакоўку як вароты да творчай засяроджанасці. Гэтая цэласная сістэма аб'ядноўвае настальгічную майстэрнасць з сучасным дызайнам ладу жыцця, каб узняць досвед аматараў хобі.
The Recognition
About the Бронзавая прэмія A' Design Award
Craftoria Асноўная функцыя: Брэнд-ідэнтычнасць — пераможца Бронзавай прэміі A' Design Award, высокапрэстыжнага прызнання, якое прысуджаецца выдатным дызайнам, што вылучаюцца творчасцю, вынаходлівасцю і праніклівасцю. Бронзавыя пераможцы — гэта ўмелыя і ўражліва творчыя артэфакты, якія пацвярджаюць вялікі вопыт, уяўленне і знаходлівасць сваіх дызайнераў. Чакаецца, што Craftoria Асноўная функцыя: Брэнд-ідэнтычнасць — гэта высока цэнены, захапляльны і любімы прадмет, надзвычай прафесійны і інавацыйны. Гэты дызайн, што атрымаў Бронзавую прэмію A' Design Award, уключае лепшыя практыкі ў мастацтве, навуцы, дызайне і тэхналогіях і выдатны ўвагай да дэталей. Craftoria Асноўная функцыя: Брэнд-ідэнтычнасць цудоўна задавальняе патрэбы, кранае жаданні, зачароўвае пачуцці і ўзбуджае цікаўнасць.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Craftoria rebranding aims to inspire joy, mindfulness, and self expression through a creative, accessible activity. The visual identity blends modern simplicity with nostalgic elements by transporting customers to a 1920s splendid art scene. A key innovation is the mailer packaging: muted colored exterior conceals a high contrast, richly colored interior. This design creates a surprise unboxing experience that anchors the transition from the mundane world into a vibrant space of creativity.
- Dimensions & Packaging
- Box dimensions are 514 x 404 x 32 mm to accomodate 40 x 50 artwork.
- Tags
- art, painting, hobby, vintage, illustration
- Production Technology
- The design process utilized a Diverge and Converge methodology. In the Diverge phase, historical art advertisements and vintage studio layouts were analyzed to capture the essence of the 1920s. In the Converge phase, these were distilled into vector assets using Adobe Illustrator. Packaging prototypes were developed to test the surprise effect of the interior colors. Product photography and digital mockups were staged to ensure the brand’s real world experience is translated across web and social media platforms.
- Design Challenge
- The primary challenge was to rebrand a brand that has sold more than 100000 products until then. Avoiding the childish or mass-market aesthetic typical of DIY kits was our aim. Finding the balance between 1920s decorative flair and contemporary clean aesthetics required rigorous typographic testing, eventually pairing a refined serif with an approachable sans-serif. Additionally, ensuring the high-contrast interior print of the packaging didn't bleed into the exterior pastel tones required precise technical coordination with printing specifications to maintain a quality feel.
- Research
- Type: Visual Ethnography and UX Research. Objectives: To elevate the perceived value of paint-by-numbers kits. Methodology: Analysis of historical art eras and contemporary mindfulness trends. Tools: Mood-boarding, color psychology mapping, and unboxing prototyping. Participants: Hobbyists and DIY-creatives. Results: Identified that a "surprise" element in packaging increases emotional brand loyalty. Insights/Impact: Blending Victorian motifs with modern clean lines creates "nostalgic trust." Real-Life Effect: The design turned a commodity product into a giftable, premium lifestyle object.
- Inspiration
- The project is inspired by the art era of 1920s. The aim was to evoke the therapeutic atmosphere of a classic art studio and transport customers to a vintage art studio, while keeping the brand accessible for modern consumers. The sunburst pattern represents the spark of creativity, while the hand-drawn Victorian hand illustration in the logo serves as a literal and metaphorical invitation to engage in manual, tactile creation in an increasingly digital world.
- Project Duration
- 6 months, France and USA
- Operation Flow
- The interaction begins with the receipt of a minimalist, sunburst-embellished mailer. The physical flow is defined by the unboxing surprise: as the customer opens the pastel-toned lid, they are immediately immersed in a rich, dark-colored interior that acts as a visual stage for the art supplies. This transition mimics the act of entering an art gallery or studio. Once the kit is revealed, the refined typography and hand-drawn interior illustrations guide the user through a meditative painting process, turning a simple activity into a premium, multi-sensory journey.
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