Crafting Multigenerational Relationships through Traditional Craft
Client: Crafty Crafty
Creative Direction by Shyon Toh.
About
Crafty Crafty, a platform established in Singapore with the goal of preserving traditional craftsmanship through the transfer of knowledge and skills to the younger generation, but with a modern approach.
Their mission is to instill a spirit of craftsmanship in the youth and reignite their appreciation for tradition and culture.
Crafty Crafty, a platform established in Singapore with the goal of preserving traditional craftsmanship through the transfer of knowledge and skills to the younger generation, but with a modern approach.
Their mission is to instill a spirit of craftsmanship in the youth and reignite their appreciation for tradition and culture.
Design Approach
Dividing research into two sections, the first focused on different types of crafts such as Rattan Craft, Chinese Woodwork, Peranakan Woodwork, Mortise and Tenon, Nyonya Beadwork, and Chinese Embroidery. The characteristics of each craft was then developed into a unique and playful custom logo for the first “Crafty”.
Dividing research into two sections, the first focused on different types of crafts such as Rattan Craft, Chinese Woodwork, Peranakan Woodwork, Mortise and Tenon, Nyonya Beadwork, and Chinese Embroidery. The characteristics of each craft was then developed into a unique and playful custom logo for the first “Crafty”.
In the second section, Ortica Angular Bold, a serif display typeface designed by Collletttivo was selected. The angled corners of the typeface was able to reflect the rough, handcrafted edges of traditional crafts, and still maintain a professional look befitting of the platform.
Poppins by Indian Type Foundry (ITF), was chosen to complement Ortica Bold, harmonizing its rounded features with Ortica Bold's rugged edges. An invigorating orange was paired with a rich maroon to achieve a striking and contrasting finish.
The visual system was developed based on the rough edges of the Ortica Bold font, incorporating the simple notion of sentimentality.
The objective was to modernise traditional craftsmanship while preserving its original value. These 'floating, rough-edged thought bubbles' represent the unrefined continuity between the two generations, embodying the sentimentality that endures despite the shift in approach.
The objective was to modernise traditional craftsmanship while preserving its original value. These 'floating, rough-edged thought bubbles' represent the unrefined continuity between the two generations, embodying the sentimentality that endures despite the shift in approach.
Impact
Crafty Crafty’s logo and brand narrative have garnered acclaim during multiple events since its inception. Strategically designed to initiate a meaningful dialogue between the old and new, conveying a sense of contrast. It has proven to be highly effective in fulfilling its purpose, effectively amplifying its core message.
Crafty Crafty’s logo and brand narrative have garnered acclaim during multiple events since its inception. Strategically designed to initiate a meaningful dialogue between the old and new, conveying a sense of contrast. It has proven to be highly effective in fulfilling its purpose, effectively amplifying its core message.
