Kraam is a university project where the task was to build a brand from scratch. After deep market research, I developed a new concept, stated brand ethos, believes and tone of voice. Target customer comes from LOHAS and the appetite of the brand is minimalist design, respect for the planet, art and people. Kraam desires to bring to the customer a new world-view. The basics of the collection are specially curated simple home products and


ethical fashion from various independent brands and designers carefully chosen to fit the basic rules of minimalism. I used SketchUp to create a 3D visualisation of the interior. Part of the concept was an app to support sales in the Coffee shop which is located in the store as well. The app works on the basis of collecting points from orders and getting vouchers as a reward. Bellow you can find some of the brand aesthetics.

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