The people behind the craft, and the place to find us.
Co-Founder & Managing Director
Co-Founder & Head of Operations
Operations Manager
Quality Control Manager
Marketing Director & Creative Director
One Utama Food District · Petaling Jaya
Firdaus shapes CRUSTED’s direction, strategy, and long-term vision. From its home-based beginnings, his focus has been building a brand with character and purpose, grounded in strong foundations, genuine relationships, and quality.
“Dream boldly. Build patiently. Never compromise on what matters.”
Jezzrel brings structure, discipline, and operational thinking to CRUSTED. He oversees production, workflow, and the systems that turn the brand’s vision into consistent execution, helping the business grow while maintaining its standards.
“Great ideas become great businesses through great execution.”
Hidayah keeps day-to-day operations running smoothly. Her hands-on approach to organisation and coordination turns plans into action, keeping the team ready and ensuring every order receives the attention it deserves.
“Consistency is built in the details.”
Jennifer maintains the standards behind every creation, from ingredients and preparation to handling and final presentation. Her responsibility is simple: every sandwich should be worthy of the CRUSTED name.
“Quality isn’t occasional. It’s every time.”
Haziq leads how CRUSTED looks, speaks, and connects with the world. Through visual identity, storytelling, campaigns, and customer experience, he builds a brand people recognise, remember, and want to be part of.
“Make it meaningful. Make it memorable.”
