Cruel is a streetwear fashion brand that don't shy away from how the world works.

They approached us to develop a brand that reflected their upfront, raw and cruel ideals: "The world is CRU+L and so we are". Our team began by crafting a sharp brand identity that communicates danger, realness and personalized service, ensuring every visual and textual element aligned with their clientele's expectations.

The final product not only elevated CRU+L's brand but also enhanced their ability to attract their desired clients: people who won't look away from the cruelty that sneaks around. The project exemplified the impact of thoughtful design in creating an empowered presence for those who accept the brand's view.