Eat by Amy bakery founder, Amy Gastman, approached us with a vision for a hatch service-style cookie and coffee shop called Crumb. With the brand name locked in from the start, our task was to transform the concept of Crumb from an initial idea to a fully realised brand, ready to launch its first store in London, with future potential for expansion across the city.
Crumb offers chunky, plant-based cookies inspired by the legendary Levain Bakery in New York. The goal was to create a brand synonymous with amazing cookies that “just happen to be plant-based,” coupled with exceptional coffee—an irresistible combination. The focus on just two key products—cookies and coffee—allowed us to craft a brand with a clear purpose and mission: delivering a simple, delightful experience with uncompromised flavour. The simplicity of this offering also made Crumb highly scalable, allowing it to focus on perfecting its core products as it grows.
The brand needed to be fun, bold, and vibrant. We designed a playful, hand-drawn logo marque that evokes the nostalgic charm of a classic bakery while the loud, simple logotype communicates the brand’s confidence and modernity. To bring even more energy to the identity, we developed a colourful brand palette that emphasised accessibility and joy. The primary brand colour, yellow, became Crumb’s signature visual cue, making a strong statement across various touch points—from the vibrant shopfronts to the cheerful coffee cups and cookie boxes.
We envisioned customers walking around Camden Passage with Crumb’s signature yellow coffee cups and cookie boxes, turning heads and sparking curiosity, “Where did you get that?” Yellow was intentionally selected not only for its attention-grabbing quality but also for its association with warmth, happiness, and indulgence—a fitting representation for a brand built around delightful moments. The cohesive branding creates an unmistakable identity in the bustling streets of London, making Crumb an inviting and memorable presence for locals and visitors alike.
To learn more about Crumb and plan your visit, click here.
