From Craft — a South African furniture brand, from identity to catalogue
The problem
A made-to-measure furniture brand was entering the South African market with a 1,239-product catalogue of uneven image quality and no photography of its own.
What we did
- A full identity: logo, colours and type, with the tape measure as the motif
- A 20-post launch calendar, 17 of them needing no product photos
- 381 product cards built from real product pixels, with no AI generation
- 4,515 images checked by eye, and 117 damaged ones removed
The result
A consistent identity, launch content ready to go, 381 uniform cards, and a 1,236-product catalogue with no product left without images. This case covers brand preparation; no sales figures are published.
The lesson
When a product is made to measure, the picture is a promise. That is why no images were AI-generated: what arrives has to be what the customer saw.
Figures are from From Craft's store dashboard and the ad managers. The brand is named with its consent.
The full case, with its story, numbers and screenshotsRead it on Ahmed Ebrahem's site (Arabic) ↗Have a store that sells and want it to grow?
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