Gimp is now Crafft! - Rebrand, UX improvements, and product redesign, including generative AI features

The brief

• Avoid negative name connotations

• Modernize the brand

• Simplify product UX

• Apply standards and design patterns across the UI

• Introduce generative AI features

Existing product

• The brand and the mascot, Wilber, haven't been updated since 1997, and doesn't give modern professional vibes.

• The name, Gimp, received negative connotations by movies like Pulp Fiction and slang implying that someone is "stupid, uncool, disabled, or submissive sex slave".

• The UX and UI don't adhere to the new design standards established with tools like Figma.

New name, logo, and icons

Rebrand goals

• Crafft as a new name instead of Gimp

• Professional, clean, and unique from Figma and Adobe

• Modern typography

• Open source character

• Connection to Generative AI

• Simple and playful, resembling the creative spirit of the tool

UX/UI redesign

Key improvements

• Consistent iconography

• Addition of the overview page

• Simplified open files navigation

• Simplified side panel navigation

• Custom font

• Colors standarization

AI functionality

Generative features

• Generate images and vector graphics from a text prompt

• Adjust the generative outcome with easy to use controls

• Use local or self-hosted LLM models