Crawford was founded as a small garage organization company in the 1960’s. After years of launching one innovative product after another, they became a leader in garage storage, hooks, hangers, pegboard accessories, smart systems and specialty storage products. After forty years of growth, it was time for a significant identity evolution. We refreshed the brand by introducing a modernized identity, brand expression, sleek packaging, and a merchandising system that allowed for expanded SKUs, better communication on shelf, and a greater presence at top retail stores throughout North America.
The objective was to create an identity that visually communicated the brand values: Strength, Modern, Innovative, and Leader. The logo combines the image of a garage and the letter “C” to produce a unique brandmark that’s simple, iconic, and most importantly - relevant to today’s market.
The foundation of the packaging design is a modern color palette of cyan and black, along with dynamic angles that frame the content to truly capture the innovative product line. The photography is sharp and bright, with pops of color. The typography is clean and echoes the brand attributes, while reinforcing the industrial look and feel. The iconography is the finishing touch that gives emphasis to the key product features.
