CRUX

A confident, casual, and cool home-cook brand rooted in pop culture with a New York sensibility—approachable yet sophisticated, creative, and culturally fluent. I designed for CRUX x GG (with Ghetto Gastro) and CRUX x Mello (with DJ Marshmello), covering everything from product packaging and instruction manuals to web pages, illustrations, icons, in-store displays, kitchenware patterns, and e-commerce overlays. I continue to manage and evolve the brand guidelines, and I collaborated on concepting, art direction, and design for social assets that support a following of over 60k on Instagram.

Design Director: Samantha Hinks

Brand Designer: Donna Choi

Responsibilities:

Competitive analysis / Moodboarding & reference gathering / Concept development / Color, typography, and packaging system development / Illustration / In-store merchandising / Website / Digital assets / Internal and client presentations / Brand book & toolkit

Package & Illustration

Stickers & Icons

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