RED VELVET RV Media Lab is founded on a simple belief that passion breeds creativity, and novelty is the by-product. Not to be mistaken for a cake because of its name, Red Velvet holds an iconic resemblance to the dessert, represented in colours such as red for zeal and cream for experience. Red Velvet’s values are like toppings on the cake – the company does its best not in conforming to standard client requests, but in complementing the duty with the right deliverables. Formerly known as The Kraft Store, Red Velvet is the publisher of the award-winning independent design magazine, CUTOUT. As opposed to the saying “content breeds familiarity”, five years in the publishing business and counting makes Red Velvet an enterprise known for taking a bold step to redefine the graphic design industry through CUTOUT.