10 Years of Crafty: Reflecting on Our Brand Evolution

Ten years. That is how long Crafty has been working to make the hours we spend at work feel a little more human, joyful, and connected.

As we celebrate this milestone, I’ve been reflecting not only on Crafty’s journey, but on my own path here. I joined Crafty just over three years ago as our first Head of Marketing, bringing with me more than a decade of experience leading B2B marketing teams at rapidly growing startups—and a real love for building and scaling strong brands.

When I stepped into the role, I immediately felt something powerful: a team with heart, clarity of mission, and a story that deserved to be told with the same care and intention we bring to our clients.

From day one, I saw an opportunity to elevate the brand from the inside out. Over the past few years, that is exactly what we have been intentionally building, piece by piece.

Before we ever touched a logo, we spent years sharpening our foundation:

• Our value proposition
• Our positioning and messaging
• Our voice and tone
• Our thought leadership and expertise
• And most importantly, the way we show up for our clients and partners to shape the right brand perception 

And when the timing was right and the foundation was strong, we knew it was time to evolve our visual identity. That moment has arrived.

An In-House Approach

Over the past several months, my team and I led a full brand exploration with a very intentional choice: to do the entire process in-house.

As a marketer, I believe deeply that the best brands are not manufactured. They are uncovered. They come from the people who live the values, know the product, solve the real problems, and talk to customers every day. They come from teams who can move quickly, challenge each other honestly, and make decisions with the company’s heartbeat in the room.

So we rolled up our sleeves:

• We studied brands we admire.
• We pulled apart what makes Crafty unique.
• And we obsessed over every detail.

There were late nights, long debates, countless iterations, and even some real-world testing (yes, I took our logo drafts to the streets of Chicago to make sure people saw what we hoped they would see).

Eventually, a new identity emerged that finally felt like us.

Behind the New Crafty Logo

Our logo might look simple, but simplicity is often the result of the most intentional work. Here is what is inside ours:

All Lowercase Letters

Provides a modern, friendly, approachable feel in a digital world.

A “C” Shaped like an Open Mouth

A playful nod to eating (and maybe a familiar video game character)

Letter Heights on a Single Baseline

Echoing the rhythm of stocking and creating a subtle snack shelf between the F and T.

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A Symbol Made from Two C’s to Show What We Do

The two C's form both a coffee cup and a “yum” smile, two universal expressions of comfort and delight.

All in Our Signature Red

Honoring our roots and tapping into the color psychology that sparks appetite and energy.

To me, this identity captures who we are at our best: a warm, human brand crafting better, smarter, happier workplaces through food and beverage.

Why This Moment Matters

This year is not just a milestone. It is a marker of how far Crafty has come and the leader we have grown into.

Over the past decade, we have transformed from a Chicago-based beer service into a national food and beverage partner trusted by some of the most innovative companies in the world. We have expanded into new markets, sharpened our operations, deepened our expertise, and built relationships with clients that feel more like partnerships and sometimes even friendships.

We have shown up in early mornings, late nights, tight timelines, and challenging moments with grace and grit. We have innovated, problem-solved, built new technology, and brought order to chaos. We have created experiences, not transactions. Care, not checkboxes.

Crafty is what it is today because of how our team shows up: every space we service, every delivery we nail, every feature we build, and every time we put a client, teammate, or partner first.

A brand identity should not only reflect what a company does. It should reflect who it has become. After ten years of growth, evolution, and delivering world-class workplace experiences, this is the moment where our visual identity finally meets the company we are.

A Reflection, Not a Reinvention

As we enter our next decade, our vision remains clear and strong: Crafty is here to fuel the world’s workforce.

This project has been one of the proudest moments of my career, a true labor of love with a team I adore, trust, and genuinely enjoy building with.

I hope Crafty’s new identity brings a smile to your face. And I hope you will take a moment to explore our new website and see what we have been building with so much care.

Here is to the next 10 years. 💛