Cru is a conceptual membership-only streetwear retail. The challenge is to create a brand and an identity that sets it apart from existing streetwear e-commerce retailers. After some market research it appears that people who shop streetwears not only follow the latest trends, but more importantly they take the community very seriously. So my solution is Cru, a brand that focuses on the community and hosts special gathering events exclusively for its members.

The inspiration of the logo design is stencil graffiti; I want the logo to connect viewers straight to the streets. The minimalistic typographic style creates a sense of mystery and exclusivity. I chose an intense bright pink to differentiate the brand from the usual black and red colors that are commonly associated with streetwear brands.

The visual inspiration of the ad is “peeking through the key hole.” Instead of a key hole, I took the logo and turned it into a mask. The content is kept to a minimum to create mystery and inspire conversations among its audience. The tag line — "you did not wake up today to be mediocre" — functions as the main concept for the campaign, celebrating the passion of dedicated streetwear followers.

Client: Private client [A Shillington conceptual brief]

July 2017