Project Overview
The Crux & Co. is a 270sqm café and patisserie situated in South Melbourne. Hue Studio approached the design of The Crux & Co.'s branding and marketing collateral with the idea of balance in mind, ensuring harmony between the look of the café and its brand identity.
Project Commissioner
Project Creator
Team
Vian Risanto - Creative Director
Leanne Saw - Graphic Designer
Jave Lee - Photographer
Architects EAT - Architect
Adams Print - Printer
Kenneth Ayres - Printer
Kosdown - Printer
KW Doggett - Paper supplier
Project Brief
Our brief was to create a brand identity and packaging from ground up for a new local café. The Crux and Co. was after a contemporary yet classic feel and to establish the brand in the midst of Melbourne stiff competition.
Project Innovation/Need
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 - '50% CHIT 50% CHAT', '60% CASUAL 40% CLASSY' and '30% CHEESE 70% CHEERS' - that appear along with a series of dynamic logo with custom typeface on a pattern surrounding.
We work alongside Architects EAT to find a balance between the interior design and its brand identity. We designed the branding 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.
Design Challenge
With these many custom boxes and limited budget, we needed to be innovative with the packaging in order to keep the printing cost down. We designed the pastry boxes to be more versatile and all boxes has side openings for easy access. The largest box for a whole cake was done two-up on the printing press, reducing the paper usage and takes up less room on the storage shelf.
We also ensured all the printed materials including all boxes to have uncoated finish. For all the packaging, we used Barry Bleach Board which is FDA and food safe certified and print the uncoated side of it.
Effectiveness
In such short weeks, The Crux & Co. has established itself as a destination in Melbourne's consistently expanding café scene. In the face of stiff competition, Hue Studio delivered fresh ideas for the branding and packaging design. We truly believe that well designed packaging can make you smile, even before you open it.
The packaging also intrigued customers to take pictures and share them in social media which boosted their overall sales and catapulted their existing hype. Due to the overwhelming success, The Crux & Co. opened up another branch in Melbourne city in less than half a year.
Graphic Design - Identity and Branding - Lifestyle
This award celebrates creativity and innovation in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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