From Craft: a furniture brand in South Africa, from identity to catalog
From Craft is a made-to-measure furniture brand in South Africa. We prepared its launch: a full identity, a 20-post calendar (44 slides), 381 product cards made from real product photos with no AI, and a visual check of 4,515 catalog images that caught 117 broken images, which were removed. All of them had a sound replacement.
From Craft is a furniture brand in South Africa that sells dining sets and complete apartment fit-outs. The core idea is that each piece is made to fit the measurements of the space.
The problem
A new brand has to enter a market with big names. It came with a 1,239-product catalog of inconsistent image quality and no photography of its own yet. So the launch couldn't wait for photos, and it couldn't show a catalog with broken images either.
What we did
- Identity: a logo and a system of colors and fonts. The motif is the tape measure, because measurement is the idea. And one fixed rule: every product is shown with its dimensions.
- Launch calendar: 20 posts (15 static and 5 carousels, 44 slides in total), 17 of them built on technical drawings and typography, so they need no product photos.
- Product cards: 381 matching cards from the real product pixels. No AI generation, because what reaches the customer has to be what they saw.
- Catalog audit: 4,515 images checked by eye over two rounds. 117 broken images were removed, and every product kept images.
The result
The brand now has a consistent identity, launch content ready to go, 381 uniform cards, and a catalog of 1,236 products with none missing images. This case is about preparing the brand, and no sales numbers are published in it.
The lesson
Quality doesn't always mean generating a prettier image. With a made-to-measure product, the image is a promise to the customer. And as a catalog grows, checking by eye catches what automated tools miss: 5 attempts to detect the damage automatically failed.
Evidence
The numbers here are the volume of work delivered, counted from the project files, not sales results. No sales numbers are published for the brand in this case. The name is published with permission.
Frequently asked questions
Why didn't you use AI to generate the product images?
Because this is furniture made to measure: if the image is generated, what reaches the customer isn't what they saw. So the cards were built from the real product pixels after removing the background and reframing.
Do you work with brands outside the Arab region?
Yes. From Craft is in South Africa, and all the work is online.
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