THE CRUSH GROUP

The Crush Group was spawned after Castle Lion's distribution wing become the leading drive in business. Now representing several wineries from around Australia, it was deemed more appropriate to rename so that no bias can be assumed. Castle Lion producing Castle Lion wines whilst selling other wines as well would otherwise seem unfavourable to representing these other brands.

Starting with merely the name and a quickly-growing portfolio, i was suddenly designer to a large task of the corporate logo, branding, and then quickly applying this to a mass of documents -- business cards, letterheads, invoices, price lists, distribution contracts, product portfolio, email footers, and website -- to launch a solid new trade presence.

The Crush Group Logo

The concept of "crush" arose from "crush" being apart of the wine production process, and "crush" being an attraction or infatuation. To soften the visual tone, lowercase letters were used. To mimic the squeezing of the grapes, the lettering was purposefully messed and slightly warped. An intentional splat rising from the "c" acts like a crown, and provides a light reference to the Castle Lion origin by similiating royalty of castles. Central to the lowercase letter design however is using a reversed bottle silohette to create the middle gap of the "u". A strong passionfruit purple was chosen for a obvious dominance in the design, matching the domain name (the-crush.com.au), but lending a hint of fruitiness with the purple hue. The lime green adds some freshness, whilst allowing "Group" to relax from the design's immediacy.

Corporate Stationery

Keeping to a clean white minimalistic angle for a more regular professional corporate image, then dirtied up with a coloured stain. This has purposefully been put in the corner to help add visual weight to The Crush Group logo and also not interfere with the space for body text or address detail content. This has been reflected on the business card as though the stain has soaked through the entire thickness of the paper.