Craffitorium is an E-emporium that sells bespoke art, showcasing a unique range of household goods. The online enterprise is focussed on promoting fading traditions. As an old proverb says, “When you go to buy, use your eyes, not your ears”. The motif here plays on the importance of the most receptive sensory organ, the eye. The eyelid placed artfully above the type combines with a stylised representation of an iris to give Craffitorium a new form. Along with this stylised logotype, the identity communicates a voice that is progressive and dynamic in its cause for celebrating indigenous art.