Crumb Branding
Project
Where Instinct Meets Intention: Crumb’s Brand & Website Becomes a Living System in Motion
Some website launches are just that — a rollout, a refresh, a new coat of digital paint. But for this creative team, launching their new site turned into something far more layered: a moment of introspection, strategy, and expressive motion design.
The process forced them to slow down, zoom out, and ask the big questions. Not just how they design, but why. What fuels their strongest work? What makes their approach different?
Published
May 2025
Agency
Crumb
The answer wasn’t a fixed formula — it was a space. A space between gut-led creativity and grid-based structure. Between raw instinct and refined intention. Between curiosity and constraint.
And it’s in that space that their best ideas move.
That design philosophy became the backbone of the site — a digital environment where motion isn’t ornamental, but foundational. Transitions are fluid, animations feel intentional, and every interaction reinforces a brand alive with adaptability.
The process gave rise to one of the brand’s most memorable elements: a shapeshifting mascot.
It started as a playful visual flourish. Then it evolved — again and again — into a cast of quirky, kinetic characters. Each one animated with personality. Each one proving that change, when done with craft and clarity, can look pretty damn fun.
Agency
Creative Direction
Stanko Stupar
Creative Production
Dunja Krasic
Production
Aleksandra Pavlovic
Design
Sergej Tucakov
Ljubomir Debeljacki
Animation
Marko Milosevic
Stevan Djakovic
Stanko Stupar
3D
Boris Bogosavljevic
Vladimir Djukic
Music & Sound
Alexander Maslyuk
Software
Rive
