arthcrafted
a sustainable home essentials brand, designing products with clean lines, soft textures and long-term comfort in mind.
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problem
arthcrafted is a canada-based home furnishing brand grounded in sustainability and thoughtful design. they had discovered a new fabric that checked every box: eco-conscious, soft to the touch, durable for everyday use and visually elegant. the problem was simple but real. people didn’t know this fabric existed, let alone why it mattered. they needed a way to introduce it to the market without sounding technical or preachy. the material had to be felt through visuals alone.
solution
the brand finally had a visual language that matched the quality of the material. customers saw the fabric for what it was—soft, sustainable and made for everyday living. awareness grew because the visuals didn’t ask for attention; they earned it by being true to the product.
we started by studying the fabric in detail. its movement, weight, grain, and how it interacted with light. the material had a natural fluidity that made it fall and fold beautifully. instead of describing this in words, we decided to let the visuals do the heavy lifting.
arthcrafted already had a refined design language. clean lines, earthy tones, soft gradients. we leaned into that aesthetic and built a visual system that focused on motion and tactility. our goal was to make viewers almost “feel” the fabric through the screen.
we shot the material in controlled light to capture how it bends, drapes and settles. every frame was built to highlight softness without looking staged. we used slow, organic movements to show how the fabric responds to touch and gravity. no glossy product staging. no forced lifestyle shots. just honest, close-up storytelling.
we paired these visuals with minimal copy. short lines that supported the material’s qualities instead of explaining them. the result was a campaign where the fabric’s texture, fluidity and comfort became the hero, communicated through simplicity and intention.
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