Cruji
Role /
Designer
Tool /
Procreate (idea sketching), Adobe Illustrator, Adobe Photoshop
Product /
“Cruji” is a yogurt-covered pretzel brand that focuses not only on delivering a tasty treat but also on making sure it is healthy. It wants to be a household name that everyone can recognize and enjoy anytime, no matter what mood they are in. The company's name represents the perfect aspect of the snack: crunchy.
Logo Design /
After researching the market and target audience, I started developing different types of logos that I believed would best represent the company. The most crucial aspect would be readability and easy brand recognition. At this point, I also selected two harmonious colors to work with, purple and pink, which represent two flavors, blueberry, and strawberry, respectively.
The logo should be easy to read and recognized from a distance. I wanted the brand to be modern, fun, and friendly so I incorporated the image of a pretzel into the logo.
After testing different variants with different audiences, I determined that the best approach was to use a single stroke wordmark and include two loops in the "C" letter to resemble the image of a pretzel. The two dots above the "j" and "i" also reminded me of two eyes, so I created a set of simple facial expressions to let the customers know that "Cruji" is the perfect snack for any occasion and any mood.
Visual Consistency /
While designing the brand, I kept in mind that the brand needed to stay consistent in digital and physical communication forms. I maintained that consistency through key elements such as the logo, colors, and typography. Therefore, the packaging design, website, and billboard share the same brand identity.
Website Design /
The website's user interface is simple and to the point, so the visitors won't be distracted by unnecessary elements. I featured the package on the main page and included the "Order" button to make it easy for the customers to buy the snack. They can also look up the nearest stores that carry this snack. All CTA elements have been made very clear by using bright colors and a hierarchy to draw the visitors' attention to interact.
