The Crux & Co. is a 270sqm café and patisserie situated on the ground floor of The Emerald Apartments in South Melbourne.
They say life is all about balance and that is the crux of the branding. From the monogram logo which resemblance the percentage symbol and a series of C/C tag lines are all balanced out by the pattern streamlined across all artwork and packaging. Custom designed typeface were developed for a family of logo type which featured on each packaging, not one having the other. Architecture and interior by Architects Eat.
The Crux & Co. is 60% casual 40% classy and 50% chit 50% chat.