CRYPT

Pastel ice cream packaging design with retro typography on pink background
Pastel ice cream packaging design with retro typography on pink background

OBJECTIVE

Crypt is a European restaurant with a gothic identity, where dining becomes something more atmospheric and deliberate than a meal. The challenge is to design a new brand that communicates that depth without relying on obvious gothic clichés. The visual system must feel dark and considered, rooted in European heritage while remaining refined and current. Architecture, material, and history are not backdrop, they are the experience itself. The goal is an identity that draws people in through detail and mystery, where every touchpoint carries the same weight as the space it inhabits, making the meal inseparable from the world built around it.

Approach

The system works through richness and restraint, using deep color, aged material, and typography with weight and presence to establish the brand’s character. Every element is carefully chosen to reinforce a sense of place, history, and intention without tipping into costume or pastiche. The gothic influence is felt through proportion and material rather than stated through imagery. What draws this work toward The Menu (2022) is that same atmosphere of a dining environment so carefully constructed that every detail becomes part of the experience, and the meal itself is inseparable from the world built around it.

The system works through richness and restraint, using deep color, aged material, and typography with weight and presence to establish the brand’s character. Every element is carefully chosen to reinforce a sense of place, history, and intention without tipping into costume or pastiche. The gothic influence is felt through proportion and material rather than stated through imagery. What draws this work toward The Menu (2022) is that same atmosphere of a dining environment so carefully constructed that every detail becomes part of the experience, and the meal itself is inseparable from the world built around it.

project type

Brand Identity

year

2024

keywords

identity design, visual system, brand positioning

Hand holding waffle cone with three scoops of colorful pastel ice cream
Hand holding waffle cone with three scoops of colorful pastel ice cream
Close-up of hand holding pink ice cream cone against pastel background
Close-up of hand holding pink ice cream cone against pastel background
Macro shot of pink ice cream texture with creamy details
Macro shot of pink ice cream texture with creamy details