Craft Crew
Craft Crew is a new venture from Company of Cooks – a hospitality staffing brand built to reshape how flexible work in the sector feels and functions. I worked with them to create the brand from the ground up: positioning it with clarity, shaping the visual identity, and bringing it to life across digital platforms, printed collateral, merch, and campaign environments. The goal? To launch a brand that felt credible enough to be trusted, and fresh enough to stand out.
We struck a confident balance between Company of Cooks’ premium brand equity and the energy of a next-gen hospitality platform. Drawing on CoC’s structured layouts, colour palette, and serif typography to establish familiarity and trust – while evolving the look with bold headlines, rounded graphics, a new, playful icon, and social-native layouts to appeal to a younger, more dynamic workforce.
The result was a brand with multiple gears: professional when speaking to clients, but expressive and upbeat when connecting with its crew. Across everything – from onboarding materials to UI development for their website and user portal – the Craft Crew identity was built to feel human, active, and ready to belong.The strategy behind Craft Crew was to build a new kind of hospitality staffing brand – one that could carry the trust and credibility of Company of Cooks, while speaking directly to a younger, digitally native workforce. It needed to be credible enough for venues, but cool enough for crew.
Built around three core values – Craft, Creativity, and Community – the brand was designed to match people where their skills shine, back them to bring energy and flair to every shift, and make them feel genuinely supported. With a refined tone of voice to be confident but human, focusing on the needs and motivations of the 18–25-year-old audience.
The roll-out included a comprehensive visual identity system, including logo, colour palette, typography, and iconography; direction for brand-launch photo shoot; branded onboarding kits; social and web identities and app design.
to be continued
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Art Direction
Brand Building
Marketing Strategy
Print + Digital Design
Craft Crew
Craft Crew is a new venture from Company of Cooks – a hospitality staffing brand built to reshape how flexible work in the sector feels and functions. I worked with them to create the brand from the ground up: positioning it with clarity, shaping the visual identity, and bringing it to life across digital platforms, printed collateral, merch, and campaign environments. The goal? To launch a brand that felt credible enough to be trusted, and fresh enough to stand out.
We struck a confident balance between Company of Cooks’ premium brand equity and the energy of a next-gen hospitality platform. Drawing on CoC’s structured layouts, colour palette, and serif typography to establish familiarity and trust – while evolving the look with bold headlines, rounded graphics, a new, playful icon, and social-native layouts to appeal to a younger, more dynamic workforce.
The result was a brand with multiple gears: professional when speaking to clients, but expressive and upbeat when connecting with its crew. Across everything – from onboarding materials to UI development for their website and user portal – the Craft Crew identity was built to feel human, active, and ready to belong.The strategy behind Craft Crew was to build a new kind of hospitality staffing brand – one that could carry the trust and credibility of Company of Cooks, while speaking directly to a younger, digitally native workforce. It needed to be credible enough for venues, but cool enough for crew.
Built around three core values – Craft, Creativity, and Community – the brand was designed to match people where their skills shine, back them to bring energy and flair to every shift, and make them feel genuinely supported. With a refined tone of voice to be confident but human, focusing on the needs and motivations of the 18–25-year-old audience.
The roll-out included a comprehensive visual identity system, including logo, colour palette, typography, and iconography; direction for brand-launch photo shoot; branded onboarding kits; social and web identities and app design.