We breathe handcraft!

A cultural space whose mission is to promote Brazilian craftsmanship, strengthening its cultural, social and economic importance, CRAB wants to be the main center of excellence and reference for Brazilian craftsmanship and its multiple expressions. Its objective is to encourage and promote Brazilian popular art and disseminate its culture to all social classes.

What was the challenge to be solved by Criamia?

CRAB is plural and its network of connections is as vast as the representation of Brazilian culture. The project aims to explore the experience of a portal with innovative, informative and diverse content.

The biggest challenge was to develop a digital product capable of bringing the physical environment of the CRAB to be browsed in the online environment and promoting the handicrafts of each of the 27 federative units through its partner institutions.

What is the solution?

Through a new portal, CRAB appropriates the concept of the metaverse and transforms itself into a virtual environment that showcases the historical, cultural, and economic relevance of Brazilian crafts.

Design, as a digital transformation tool, helps CRAB get closer to its strategic partnerships and drives artisans towards the digital environment, fostering entrepreneurship in local businesses.

We have designed a complete branded online experience for CRAB that allows Brazilian crafts to be seen from a new perspective, focused on technology and increasing its market value, while still maintaining its human aspect.

Communication is built on the archetypal image and tone of voice developed for CRAB’s Brand Persona. We co-create a rich and visceral visual language, full of colors, graphics, and icons that portray the plurality of Brazilian culture.

What’s the result?