Kraft Market is an urban terrace right in the heart of Bucharest, Romania, a place that combines the experience of an urban garden with the commitment to tell the story of the craftsmanship community. Opened in September 2022, the creation of the place is in itself a celebration of craftsmanship. Every single thing, from the bar to vendors’ trucks, is custom-made and created from scratch.

Our studio’s mission was to create a visual system that would build brand awareness and consistency while managing to keep Kraft Market a cool and always fresh place to go to. In the end, we managed to find the perfect balance between a solid brand mechanism that will last in the long run and a bold enough visual language that will make every head turn.

The entire brand architecture has come alive around the brand promise of „crafting urban stories”, a commitment that inspired us in our design decisions to create a visual system that screams craftsmanship. Our team designed a cool type-based identity that gravitates around Megazoid — an incredibly versatile typeface that has a beautiful structure with a pinch of vintage, made of raw elements, creating a memorable tension between readability and abstraction. This tension expresses in a visual manner both the unique profile of the space and what it means to build something handmade.

The oversized typeface is accompanied by electric colors, unconventional geometric patterns, and simple 2D illustrations that give the mechanism exactly the urban and architectural flavor this project needed while also bringing emotion into the mix. All these gimmicks have been translated into environmental graphics that include neon installations, doors, a bar, vendor trucks, and a captivating playground.