CRUXGG

CRUXGG · Brand Identity

CRUXGG establishes a distinct visual language for its kitchen appliance lineup, pairing matte black industrial design with a high-contrast red and white graphic system. The project moves beyond standard product photography, integrating bold sans-serif typography and modular layouts that extend from commercial studio work into urban mural installations. Photographer Kelly Marshall captures the clean, precise mechanical details of the hardware, while New Studio provides the underlying graphic design. The result is a cohesive brand identity that channels a sharp, modern aesthetic across both controlled commercial settings and gritty, exterior architectural surfaces.