We wanted to create a relaxed name and identity that evoked a comfortable farm-to-table environment, while delivering on casual sophistication.

We arrived on the word “croft” because of its historical link to small, one acre farms used by property caretakers (“crofters”) in the United Kingdom.

We designed the look and feel of the brand to be humble, pastoral, and welcoming. The color palette needed to include earth tones, and to use visuals reminiscent of a farm scene treated as a woodcut engraving. 

The entrance sign was designed to resemble a flattened cork or bottle cap. Its base is constructed from hand-oiled walnut, and the offset lettering is made from raw white oak.

Lining the walls are oversized photographs of pressed flowers and grasses by former National Geographic Senior Photo Editor Kim Hubbard.

Identity system, signage, collateral

• Matt Adams and Micheal Mahaffey, Tiny Giant

• Ryan Mikesell, ASO

• Steven Burke, Visual Impact Studios