The new identity advocates a sense of sophistication and premium quality, carrying out Crate & Barrel’s value in creating a lovely home for all. The rounded calligraphy is casual but elevated, heightening the modern appeal of its brand voice.

The packaging strategy focuses on achieving comprehensive product protection with less material and space–reducing waste, fuel, and delivery costs. The box design allows the consumer to decorate and improve the home environment through Crate & Barrel’s dinnerware.