CASE STUDY - THE CRAFT EMBASSY
The Craft Embassy — one of Christchurch’s most popular venues in the main hospitality precinct in the CBD.
Winning Outstanding Central City Establishment in both 2018 and 2020 at the Canterbury Hospitality Awards.
At their inception, Activate designed their logo, branded materials and their website — and have continued to provide creative
support, graphic design and digital services for their flourishing business.
Jon Tarr - Design Commentary
The Craft Embassy as a name, sounds authoritative, official and stately and the brand should reflect this. I wanted to design a symbol that could be used independently as a logo-mark on all their materials, but also be able to sit alongside the logotype itself.
This would provide versatility for the brand giving different logo formats that can be used according to the medium.
I sketched up a concept emblem which comprises of letters T C E in a singular and unique symbol could be used as a strong, simple logomark.
Initially this TCE combination had a crown above it to give it the authoritative, stately look we wanted. Eventually this crown was replaced with grain/hops rather than crown points, as a nod to their craft beer focus.
The diamond used in the E also makes another little brand ‘touch point’ that we make use of throughout their materials.
The resulting logo was used in many creative and unique ways inside the premises.
The mark is used throughout; door openings, glassware and window symbols to reinforce the brand.
We followed up our logo design with various print materials; copper foiled business cards, menu designs,
signage design and website design and development.
“I’m over the moon with the logo design, you hit this out of the park.
Thank you for all your help and support.”
Seth Hamilton - The Craft Embassy