CRU  | Strategy | Naming | Identity | Branding | Creative & Art Direction
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CRU is established with the intention of creating a reference brand for people who love dogs and cats, following the highest standards of quality and values. They have no secrets – 100% natural food based on the raw B.A.R.F. diet and ready to be served. The brand appeals to the common sense, that less is more. Their belief is that nature is wise, so you only have to observe it to determine the best diet for your furry friends.
The aim with the branding was to create a brand that reflects the naturalness, sustainability, honesty and passion for a long, healthy and happy life of dogs and cats.
Naming: CRU not only means raw in Catalan, but it also stands for Conscious Raw Universe, because everything the brand does is with very clear values ​​behind it. They select and design their products with the greatest possible care towards the animals and the planet we live in. They also make their processes as sustainable and efficient as possible.
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CRU nace con la intención de crear una marca de referencia para personas amantes de los perros y gatos, siguiendo los más altos estándares de calidad y valores. CRU es natural y sin secretos, alimentación 100% natural basada en la dieta cruda (B.A.R.F.) y lista para servir. 
En CRU apelan al sentido común, a que menos es más. Su creencia es que la naturaleza es sabia, ​​​​​​​por lo que sólo hay que observarla para determinar la mejor dieta para tus amigos – los peludos. 
El principal objetivo con el branding era crear una marca que refleje la naturalidad, sostenibilidad, honestidad y la pasión por una vida larga, sana y feliz de los perros y gatos.
Naming: CRU, además de crudo, significa Conscious Raw Universe y es que todo lo que la marca hace lleva unos valores muy claros detrás. Seleccionan y diseñan sus productos con el mayor mimo posible hacia los peludos y al planeta en el que vivimos. Intentan que sus procesos sean lo más sostenibles y eficientes posibles.
Client: CRU 
Location: Barcelona, España
Creative & Art Direction: Vania Nedkova
Photography: Thomas Williams 
Photography Studio: Lup Producciones
Dogs & Cats: Quijote, Lucas, Sandro, Pepe, Napo, Dakota y Anastacia
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