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Bēhance

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    The Cruyff brand identity

  • The previous brand identity leaned heavily on the past and was splintered across the various sub-labels.
    The use of different, unrelated shapes, logos, colour palettes and designs confused the true Cruyff identity.

    The new identity was designed to take the Cruyff brand upmarket and position it closer to larger, more fashionable brands. This was achieved by: 1) more focus on style and luxury and less about the brand heritage, and 2) designing a framework on to which secondary elements, colours and shapes could be attached. The result is a solid identity for the Cruyff brand with clear distinctions between the various
    sub-labels. 
     
     
     
     
     
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    Cruyff Classics advertising
     
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    Cruyff Classics packaging & product
     
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    Cruyff Sports advertising
     
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    Cruyff Sports packaging & product
     

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    The Cruyff brand newsletters & social
     


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    The Cruyff brand webshop 
     


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    The Cruyff brand sites
     
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    Year
    2012

    Client
    The Cruyff brand
     
    What SuperBruut did
    Art direction (jr)
    Concept design 
    Graphic/visual design
    Logo design

    Creative director
    André Bouwman
     
    Clothing & Shoe design
    Product design department of Premium inc.
    The product images are indicators of the logo usage on products.
     
    Made while working at Premium Inc
     
    The product images are indicators of the logo usage on products.