Crux’s Marketing Director
Flask Agency
OUTCOMES
MY ROLES
Creative Director
Illustrator
COLLABORATORS
Increased sales X%
Major product line expansion
Press feature in Brewpublic
THE WORK
Differentiate NØMØ within a crowded NA beer category while staying true to Crux's Central Oregon identity.
Crux has never been a bandwagon brand. They have been giving beer lovers delicious, non-alcoholic options since their inception.
As the category became crowded in recent years, the lineup needed a visual rebrand that stood out on the shelf as well as a design system that could easily be applied to their expanding product line.
Being in a segment that often reads as a watered-down version of something better, I directed NOMO’s visual system around bold, graphic-driven imagery pulled straight from PNW outdoor culture.
Together with the design wizards at Flask Agency, we developed an identity that signaled their roots in Central Oregon adventure while competing for attention amongst full-proof beer, not just other NA options.
The first objective was to the define the visual representation of Crux’s demographic. The characters on the cans change and evolve with slight variations for each flavor while remaining true to the overall buyer persona.
