A brand that lives on two screens.
The phone's and the counter's. Everything else —the shop, the glass, the window— is what feeds them.
No 55-page manual, but with the same decisions made.
A business that's starting out doesn't need a brandbook: it needs a logo that works in a forty-pixel avatar, two or three rules so it doesn't lose consistency, and pieces that show the product. The brand was created in 2023; through 2025 I continued with content and displays.
The lever was clear: in a drinks shop nobody buys for the logo. They buy for the product photo and for what they see when they walk in. That's where the budget went.
@cruda.crew ↗The digital display above the counter rotates promos and varieties, and the rest of the content comes from right there: the window, the beer tap, the served glasses.
A small commission forces you to choose what the minimum is that the brand needs to work.
In a large project you can cover everything. Here you have to decide where the lever is —the packaging, the garment, the photo— and put the budget there. It's the same criterion I use in the long cases, with less margin for error.