The Crumb Club

The Crumb Club is a gourmet sandwich virtual kitchen brand available on GrabFood and LINEMAN, designed to deliver premium sandwiches with a bold, contemporary identity. I led the creation of the brand from the ground up, developing its complete visual identity, logo, brand system, marketing assets, packaging, and digital content. I established the creative direction that defined the brand's visual language across every customer-facing touchpoint. I also handled the creative direction for the brand photoshoot, overseeing concept development, prop selection, styling, and image execution to create a cohesive premium aesthetic. From branding and color systems to social media art direction, every visual element was intentionally designed to strengthen brand recognition and elevate the customer experience.