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
What SuperBruut did
Art direction (jr)
Concept design
Graphic/visual design
Logo design
Creative director
André Bouwman
Art direction (jr)
Concept design
Graphic/visual design
Logo design
Creative director
André Bouwman
Clothing & Shoe design
Product design department of Premium inc.
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.
