CRUXGG
Brand Identity
Nov 2020
The brand identity for CRUXGG establishes a high-contrast visual language centered on a signature palette of matte black and vibrant red. This project encompasses a wide-reaching design system that translates industrial kitchen appliance aesthetics into bold, graphic applications, including product photography, urban mural installations, and large-scale typography. Featuring graphic design by New Studio and photography by Kelly Marshall, the visual identity employs clean, structured compositions and sans-serif lettering to unify a diverse range of hardware, from coffee makers to air fryers. The execution shifts between controlled studio lighting for detailed product assets and natural light captures for outdoor, site-specific mural applications, highlighting the adaptability of the brand's graphic design language.
Horizontal, Commercial, Graphic, Clean
