CRMB

Brand

CRMB

Industry

Food & Beverage

Year

2025

Services

Branding, Packaging Design

1) Project Overview

Crafting CRMB’s Refined, Playful Identity for the Modern Café Experience

CRMB is a patisserie and café built around the idea of creating calm in the middle of a bustling city. Designed as a warm, thoughtful escape, the brand blends craftsmanship, comfort, and contemporary charm. The experience is soft, intentional, and quietly luxurious, inviting customers to slow down, pause, and enjoy honest food in beautifully designed spaces. Confetti helped shape CRMB from the ground up, building its name, identity, and visual world with care and character.

02) Challenges

Defining a Fresh, Modern Café Identity in a Saturated Market

CRMB entered a landscape full of cafés that often felt either overly trendy or too traditional. The founders wanted something different for their brand, an identity that felt serene yet expressive, refined yet playful. The challenge was to craft a café brand that communicated calm, design, and craft in equal measure, while still feeling warm, inviting, and a little whimsical. Confetti had to balance luxury with approachability, French charm with modern sensibility, and calmness with delight.

03) The Confetti Way

CRMB is more than a café, it’s a sanctuary of calm craft.

Confetti approached CRMB with a focus on emotion and experience. We built a brand that feels like a quiet moment in the day: gentle, thoughtful, and full of subtle joy. The visual and verbal identity reflect that kind of soft elegance paired with playful detailing, the kind of atmosphere where a croissant crumb, a warm drink, and a meaningful pause feel perfectly at home. The goal was to craft an identity that doesn’t look very loud but you can feel the depth of the intention behind it.

04) Positioning Statement

A refined, grounded sanctuary for modern living.

CRMB is positioned as a patisserie and café crafted for people who appreciate the intersection of great food, intentional design, and soulful spaces. It stands apart by offering quiet indulgence rather than trend-driven noise. The brand embodies calm, care, and craft, creating an environment that invites people to sit, savour, introspect, and connect. It feels refined yet familiar, luxurious yet warm, expressive yet composed.

05) Brand Naming

Where crumbs become character.

The name CRMB comes from the simple joy of eating something truly delicious like cookies, pastries, croissants, always leaving behind a little “crumb.” By removing the U, the word becomes more modern, fun, and visually striking, adding personality while staying rooted in the brand’s essence. The name reflects the heart of the patisserie experience: small moments of pleasure, tiny details of craft, and the playful imperfections that make food feel real and joyful.

06) Brand Strategy

Crafted spaces, soulful food, meaningful moments.

Confetti shaped CRMB’s mission and vision around redefining the modern café as a sanctuary, where design, warmth, and craft come together. The strategy emphasizes thoughtful experiences, refined food, and environments that invite calm. CRMB exists to offer everyday moments that feel intimate and personal, from the quiet ritual of a morning coffee to the simple delight of a fresh pastry. The brand’s long-term intention is to create spaces people trust, love, and return to for comfort and inspiration.

07) Verbal Identity

Soft, warm, intentional & a celebration of slowing down.

CRMB’s tone reflects its atmosphere: calm, thoughtful, and gently expressive. The language avoids noise or over-style, focusing instead on warmth, presence, and sincerity. It speaks in a refined yet friendly voice, elevated but never distant. The words slow you down, help you breathe, and remind you of the beauty in small, mindful moments. Every line is crafted to feel like a quiet conversation over a warm pastry.

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