The Crux & Co.

The Crux & Co.

Brand Identity
Naming
Typography
Packaging Design
Print Collateral
Website Design & Build
Food Styling & Photography
Signage

www.thecruxandco.com.au

2016

Nomination - Professional Package - Hiiibrand Awards 2016
Silver - Identity & Branding - Melbourne Design Awards 2017
Silver - Three Dimensional - Melbourne Design Awards 2017
Shortlist - Best Identity Design - Eat Drink Design Awards 2017

The Crux & Co. is a 270sqm café and patisserie situated on the ground floor of The Emerald Apartments in South Melbourne. They say life is all about balance and that is the crux of the branding we approached, ensuring harmony between the look of the café and its brand identity.

The concept of balance was visually articulated in everything from the monogram logo, which resembles a percentage symbol, to a series of cheeky C/C tagline - ‘Casual & Classy, Copper & Cocoa,’. Custom designed typeface were developed for a family of logo type which featured on each packaging, not one having the other.

We work alongside Architects EAT to find a balance between the interior design and its brand identity that translate the concept of the café's design around 1960 styling and its navy and baby blue colour palette with copper finishes. We highlighted the tabletops and joinery's round edges in all the printed materials we created.

The Crux & Co. is 60% casual 40% classy and 50% chit 50% chat.



Brand Identity
Naming
Typography
Packaging Design
Print Collateral
Website Design & Build
Food Styling & Photography
Signage

www.thecruxandco.com.au

2016

Nomination - Professional Package - Hiiibrand Awards 2016
Silver - Identity & Branding - Melbourne Design Awards 2017
Silver - Three Dimensional - Melbourne Design Awards 2017
Shortlist - Best Identity Design - Eat Drink Design Awards 2017



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LET'S CONNECT

+61 412 868 996
hi@huestudio.com.au

108 / 87 Gladstone St
South Melbourne, Vic
3205 Australia

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