Crux Fermentation Project

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 played an integral role in crafting NOMO’s visual system around bold, graphic-driven imagery pulled straight from PNW outdoor culture.

With Flask Agency leading the rebrand, and working closely with Crux stakeholders, we developed an identity that signaled the brewery’s roots in Central Oregon adventure while competing for attention amongst full-proof beer, not just other NA options.

IllustrationTypography

Crux’s Marketing Director Flask Agency

Major product line expansionPress feature in Brewpublic

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.