Cruyff Brand Identity
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Project case of the new identity for the Cruyff brand. The new identity was designed to take the Cruyff brand upmarket and position it closer to … Read More
Project case of the new identity for the Cruyff brand. 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. Read Less
Published:
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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. 
 
 
 
 
 
 
 
 
 
 
 
 
 

 
Cruyff Classics advertising
 
 


Cruyff Classics packaging & product
 
 
 
 
 
 
Cruyff Sports advertising
 
 
 


Cruyff Sports packaging & product
 

 


The Cruyff brand newsletters & social
 


 

The Cruyff brand webshop 
 


 

The Cruyff brand sites
 
 
 
 
 

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.