A studio built on one decision, depth over volume.
Craftedbyadi is a brand identity studio working exclusively with functional wellness brands. Supplements, adaptogens, functional beverages, CPG. Not a generalist studio that takes wellness work when it comes in. A specialist studio that does nothing else.
Our Mission
Most wellness brands are better than they look. The product is honest. The identity is not keeping up. craftedbyadi exists to close that gap.
Founder's Story
The person behind the work.
The decision
I started Craftedbyadi after leaving IT in 2019. Not a trend. A decision to do work that meant something. I chose freelance over employment, depth over volume, and a very specific niche over a comfortable generalist practice.
The belief
The niche was not accidental. I train four to five times a week, eat with intention, and have long believed that a healthy lifestyle is not a luxury; it is maintenance. When founders in this space build products that genuinely help people function better, I take that seriously. That belief is why craftedbyadi works exclusively with functional wellness brands and nothing else.
The work
Six years in, I work with founders 6 to 24 months post-launch. The stage where product-market fit is found, but the visual identity still looks like it was built the week the company launched. That gap is what craftedbyadi exists to close.
The standard
One to two clients at a time. No production-line work. No disguise.
How We Work
A process built around one outcome: an identity that earns its price point.
01
Diagnose First
Before any design begins, I spend time understanding what the brand is actually trying to prove, to buyers, to investors, to the shelf. This is not a brief form. It is a conversation.
02
Build the Argument
Every design decision is made against a single question: does this make the brand's argument stronger? Wordmark, colour, type, packaging. Each element is chosen, not defaulted.
03
Refine Against Reality
Designs are tested against real-world contexts: shelf, screen, print, pitch deck. If something does not hold up in context it does not ship.
04
Deliver and Hand Over
The final system is delivered with everything needed to use it confidently. Guidelines, file formats, and a clear rationale for every decision made.
Still building. No regret.