CRUMB

Help launch the new brand within the Newcastle LGA and gain ongoing interest in pastries and delicious coffee.

Foodies and those wanting to try something new.

No crumbs left.

Coffee and cake.... I'm there!

Feather-light minimalism meets the chaotic friend that can totally do your gig flyer. The most important aspect of this brand is maintaining balance, and creating strong layouts to manage this duality.

Part of the CRUMB brand utilises hand-drawn variations on the logo type. These provide a visual relief from the minimalism of the core identity, and inject some authentic personality. These are used sparingly, and work to complement minimalist layouts.

These also provide an opportunity for artist collaborations, spatial activations, and much more.

40-minute line-ups and sold-out produce before 12pm each day during the first few weeks after opening are just some of the successes. But the real winner here is the produce. The pastries have developed a cult following after the marketing campaign gave away boxes of delicious treats to Instagram followers during the lead-up to the opening. The strategy ensured we created over 1.3M organic views and hit 9K followers on Instagram within the first 30 days. Around 50 pieces of unique influencer content were created, ensuring lots of different demographics and circles of friends saw the CRUMB brand long before the café opened.

We continue to create limited edition screen-printed tees, if you'd like to learn more about this process, take a look at our screen-printing article.