CRUXGG Branding

We know how important collaborations are when promoting your business and making your brand grow. So, today we're showcasing a brand that grew out of that. New Studio created a new kitchen appliances brand by combining two icons, Crux and Ghetto Gastro, into a collaboration brand CRUXGG.

The CRUXGG brand is for the people, family, friends, and the community. Its visual language is powerful, as are its actions by supporting community programs such as C-CAP. Featuring a strident red and black and white, the graphic compositions in an all caps typeface give this collab a super recognizable voice.

The photographs follow the same strong concept where red and black are predominant. The white tones appear mostly to highlight the appliances' modern morphology.

Additional credits Art and Creative Direction: Axel Peemoeller Art Direction: Rita Matos Photography: Kelly Marshall Videography: Jose Cota, Faisal Mohammed, CTZN Chance & Harold Kenyon Music: Roofeeo Food Styling: Alison Attenborough