Entrepreneur May Fox wanted to start a makers space where craftspeople could develop their skills and knowledge as well as meet like minded people. The result was Craeft — a modern space for a historic past time.

Craeft’s brand identity draws on both the history of craft and the history of the startup’s location, Liverpool Baltic Triangle. A commonality in both subjects is the connection, interaction, and evolution of the old and the new. This interaction inspired a flexible, contemporary brand identity with craft, connection, evolution, and heritage at the heart of the brand.

The Old English spelling of “craft” paired with a lowercase, modern sans serif is perhaps the brand’s most recognizable example of the connection between the old and the new. The brand’s colors are inspired by the Baltic Triangle’s old brick warehouses as well as colors from the British Arts and Crafts Movement. Simple outline illustrations range from ancient craft to contemporary design.