SP—050 / Restaurants & cafés · Packaging direction
CRUMB CLUB
A creative direction for a pastry counter with a neighbourhood voice.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop CRUMB CLUB, a fictional concept for a pastry counter with a neighbourhood voice. A restaurant needs to communicate both appetite and atmosphere in one glance. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People deciding where to eat, meet friends or establish a new daily favourite.
The strategic idea
“GOOD MORNINGS START HERE.” is the central creative thought. Explore how a graphic signature travels from a large campaign canvas to the smaller scale of a branded object. Find the signature dish or occasion, give it a confident voice, and build a route from discovery to the table.
The creative direction
An original plate-inspired graphic, assertive typography and a #FF1E1E colour field create the visual language for CRUMB CLUB. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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