The studio · Est. 2021
The studio · Est. 2021
The studio · Est. 2021
Small on
purpose,
deep by habit
Small on
purpose,
deep by habit
Small on
purpose,
deep by habit
Crafting Brands is a four-person studio in Los Angeles. We take on six to eight projects a year so that the person who designs your identity is the person you brief, review with and hand over to.
Ricardo Kruger
Ricardo Kruger
Founder and design lead
Founder and design lead
Los Angeles
Los Angeles
Los Angeles
4
People
4
People
4
People
6–8
Projects a year
6–8
Projects a year
6–8
Projects a year
7
Countries worked in
7
Countries worked in
7
Countries worked in
62%
Clients who return
62%
Clients who return
62%
Clients who return
What we believe
What we believe
What we believe
A brand is not a logo with a document attached. It is the sum of every decision a company makes in public, and design is how those decisions become legible.
A brand is not a logo with a document attached. It is the sum of every decision a company makes in public, and design is how those decisions become legible.
A brand is not a logo with a document attached. It is the sum of every decision a company makes in public, and design is how those decisions become legible.
How we work
How we work
How we work
Four positions we hold on every project, whether or not the brief asks for them.
Four positions we hold on every project, whether or not the brief asks for them.
Four positions we hold on every project, whether or not the brief asks for them.
01
01
01
Strategy before style
Strategy before style
Strategy before style
No route gets presented without the argument for it. If we cannot explain why a mark is right for your category, it is decoration and we throw it out.
No route gets presented without the argument for it. If we cannot explain why a mark is right for your category, it is decoration and we throw it out.
02
02
02
Built to be handed over
Built to be handed over
Built to be handed over
Files, naming conventions and documentation written for whoever inherits them. A system nobody else can operate is a system that dies on delivery.
Files, naming conventions and documentation written for whoever inherits them. A system nobody else can operate is a system that dies on delivery.
03
03
03
Tested where it lives
Tested where it lives
Tested where it lives
Packaging judged on a shelf, signage judged on a platform, sites judged on a mid-range phone. Never on a moodboard in a dark room.
Packaging judged on a shelf, signage judged on a platform, sites judged on a mid-range phone. Never on a moodboard in a dark room.
04
04
04
Fewer, better projects
Fewer, better projects
Fewer, better projects
We say no often, and we say it early. A full calendar is the fastest way to deliver work that looks like everyone else’s.
We say no often, and we say it early. A full calendar is the fastest way to deliver work that looks like everyone else’s.
Timeline
Timeline
Timeline
Five years, in the order it happened.
Five years, in the order it happened.
2021
2021
One desk, one client
One desk, one client
One desk, one client
The studio opened with a single packaging project and a rented desk in Echo Park. The first identity took four months, mostly because we were learning what to charge.
The studio opened with a single packaging project and a rented desk in Echo Park. The first identity took four months, mostly because we were learning what to charge.
The studio opened with a single packaging project and a rented desk in Echo Park. The first identity took four months, mostly because we were learning what to charge.
1 project
1 project
2022
2022
The method takes shape
The method takes shape
The method takes shape
Discovery, strategy, design, delivery — the four phases got written down after a project ran twice as long as it should have. It has not changed much since.
Discovery, strategy, design, delivery — the four phases got written down after a project ran twice as long as it should have. It has not changed much since.
Discovery, strategy, design, delivery — the four phases got written down after a project ran twice as long as it should have. It has not changed much since.
4 projects · first hire
4 projects · first hire
2023
2023
Packaging and print
Packaging and print
Packaging and print
Three consumer brands in a row taught us to design for the shelf first. Velvet & Oak merged two restaurants into one house that year.
Three consumer brands in a row taught us to design for the shelf first. Velvet & Oak merged two restaurants into one house that year.
Three consumer brands in a row taught us to design for the shelf first. Velvet & Oak merged two restaurants into one house that year.
6 projects · 2 awards
6 projects · 2 awards
2024
2024
Digital brought in-house
Digital brought in-house
Digital brought in-house
Rather than hand sites to a partner, we started building them in Framer ourselves, so the identity and the site stopped contradicting each other.
Rather than hand sites to a partner, we started building them in Framer ourselves, so the identity and the site stopped contradicting each other.
Rather than hand sites to a partner, we started building them in Framer ourselves, so the identity and the site stopped contradicting each other.
7 projects · team of 3
7 projects · team of 3
2025
2025
Retainers and systems
Retainers and systems
Retainers and systems
Half the year went to clients who came back for the next phase. Aura Botanica ran fourteen SKUs through one system in nine weeks.
Half the year went to clients who came back for the next phase. Aura Botanica ran fourteen SKUs through one system in nine weeks.
Half the year went to clients who came back for the next phase. Aura Botanica ran fourteen SKUs through one system in nine weeks.
8 projects · team of 4
8 projects · team of 4
2026
2026
Where we are now
Where we are now
Where we are now
Two slots open for March. The plan is deliberately unambitious: the same four people, the same number of projects, better work.
Two slots open for March. The plan is deliberately unambitious: the same four people, the same number of projects, better work.
Two slots open for March. The plan is deliberately unambitious: the same four people, the same number of projects, better work.
Booking now
Booking now
The people
The people
The people
Four of us, plus a short list of collaborators we bring in for motion, photography and print production.
Four of us, plus a short list of collaborators we bring in for motion, photography and print production.
Four of us, plus a short list of collaborators we bring in for motion, photography and print production.
Ricardo Kruger
Ricardo Kruger
Founder, design lead
Founder, design lead
Sarah Jenkins
Sarah Jenkins
Brand strategy
Brand strategy
Marcus Chen
Marcus Chen
Identity and type
Identity and type
Elena Rodriguez
Elena Rodriguez
Digital and motion
Digital and motion
Recognition
Recognition
Recognition
Type Directors Club
Type Directors Club
2025
2025
Dieline Awards, packaging
Dieline Awards, packaging
2025
2025
Communication Arts
Communication Arts
2023
2023
Framer Site of the Month
Framer Site of the Month
2024
2024
Working with us
Working with us
Working with us
Two slots open for March. Send a briefing and we will tell you within a day whether we are the right studio for it.
Also true
Also true
Also true
We work Pacific hours, overlap with Europe until noon, and take August off. Roughly half of our projects are remote.
We work Pacific hours, overlap with Europe until noon, and take August off. Roughly half of our projects are remote.