Crafted and Co. has a cult following. They smash out events, they do food trucks all over the lower North Island, and they sell beautiful baked goods online. Everyone knows them and loves them, but how does it work without the system being written down.
This is where I came in. I worked with Kelly Melody (owner) and Terry McPherson (marketing consultant) to identify Crafted and Co.’s strengths, what wasn’t working, and what needed creating. One of the first things we found was that no-one except them cared about ‘The’ in the start of the name, of anything it was getting in the way. So we dropped it. This allowed for sub-brands to potentially be added.
We identified no online orders for the food trucks as another main barrier between them and serving their people better. So Kelly got onto Mobi2Go and I redesigned the website to house it.
This is an ongoing project. Both versions of the logo still float around on more permanent items like the food trucks, and those will be replaced when they need to be (which is when they’ve run their course). We didn’t see re-skinning everything in one blow like a good use of resources, and in terms of waste production, it would have been a major clash with Crafted’s values.
A set of comprehensive brand guidelines document was produced, ensuring the easy communication of Crafted and Co.’s vision, mission and visual system with other suppliers, and ultimately taking some administrative workload off Kelly.
Crafted and Co.
