Craftoria Primary Function: Mombamomba ny Marika by Cansu Dagbagli Ferreira

Craftoria Primary Function: Mombamomba ny Marika by Cansu Dagbagli Ferreira is a highly esteemed winner of the very prestigious 2026 A' Design Award Varahina in Famolavolana Grafika, Sary ary Fifandraisana Ara-tsary Competition Category.

VarahinaGrafika· 2026

Craftoria Primary Function: Mombamomba ny Marika

by Cansu Dagbagli Ferreira

Client: Cansu Ferreira

A' Design Award Varahina Winner in Grafika Category

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Colors

The Design

About Craftoria Primary Function: Mombamomba ny Marika

Book Text: Ny famolavolana indray ny marika Craftoria dia mikaroka ny fihaonan'ny hetsika ara-javakanto ara-tantara sy ny fombafomba maoderina ho an'ny fahasalamana. Notarihin'ny seho ara-javakanto tamin'ny taona 1920, ny mombamomba ny marika dia mampiasa endri-tsoratra serif voadio sy sary an-tsary tamin'ny vanim-potoanan'ny Victorian mba hametrahana ny fitaovana hosodoko amin'ny laharana ho hetsika manara-penitra sady mampandinika. Ny famolavolana ny rafitry ny fonosana mailaka dia manamora ny fifindrana avy amin'ny fahatsorana ivelany mankany amin'ny ati-trano feno loko mifanohitra mafy, ka mametraka tsy mametra ny fanokafana ny boaty ho varavarana mankany amin'ny fifantohana feno fahaiza-mamorona. Ity rafitra mirindra ity dia mampifandray ny asa tanana mahatsiaro ny lasa amin'ny famolavolana fomba fiaina maoderina mba hampisandratra ny traikefan'ny mpanao fialamboly.

The Recognition

About the A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Craftoria Primary Function: Mombamomba ny Marika, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Craftoria Primary Function: Mombamomba ny Marika. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Craftoria Primary Function: Mombamomba ny Marika dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

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.