About the project
Crumb is a small specialty coffee and bakery brand from Madrid. It's built on one idea: the small things are worth taking seriously. The first sip. The last bite. The minute you take to actually taste it. Slow down for a minute.
The system runs on three colors. White does most of the work — packaging, menus, signage, the space around the logo. Black handles the parts that need to feel certain: type, backgrounds, the wordmark. A soft lavender sits between them as the brand's signal — the color you spot from across the room.
The logo is lowercase and quiet. Around it, small oval stickers carry the brand's voice — daily ritual, drink slowly, sweet sip. Little reminders on the side of a cup.
The coffee names follow one rule: a quiet verb plus an origin. Hush Kenya. Linger Colombia. Quiet Ethiopia. They ask you to slow down before you've even opened the bag.
The brand went through several other versions before this one. Each pass made the next decision easier — less, but surer.
Scope:
Naming
Brand strategy
Visual identity
Packaging
Art direction
