Identity.
With intent.

A coherent visual system that makes your business easier to recognise, trust and remember.

Branding is more than a logo. We connect positioning, typography, colour, imagery and practical rules so every customer touchpoint makes the same clear statement.

Discuss your project

01 / The evidence

One idea. Every expression connected.

Crunchies is an AMUI concept developed as a complete brand world. See how one playful idea becomes a recognisable system across the logo, palette, pattern, packaging, communication, merchandise and website.

A / Foundation

Start with a point of view.

Crunchies begins with an attitude: playful, surprising and slightly imperfect. That idea guides the words, shapes, colours and imagery. Cohesion starts before the logo—with a clear decision about how the brand should feel.

Logo system / Character, color and a memorable voice

B / The visual identity

Different elements.
One recognisable language.

A visual identity is a working set of choices—not a logo in isolation. Its parts can be recombined without losing the central idea.

Logo & marks

The recognisable signature and its flexible variations.

Typography

A consistent hierarchy and a distinctive written character.

Colour

A controlled palette that signals mood and improves recognition.

Imagery

Photography, illustration and art direction with one point of view.

Graphic language

Patterns, shapes, icons and layouts that connect every format.

Voice & rules

The tone and practical guidance that keep the system coherent.

Cream#FFF9ED

Ink#20283A

Pink#F6B9CF

Yellow#FFE47C

Blue#9BD3F5

Green#299F7D

Crunchies cookie photography combined with illustrated letters and colour bands — Image direction + pattern / Photography and graphic elements speak the same language

C / From system to application

Cohesion makes the brand
stronger at every contact.

The same ingredients adapt to different jobs. Packaging identifies a flavour, social content catches attention, and a website helps people browse and act. Consistency does not mean making every object identical.

Crunchies apricot chocolate cookie box packaging — **Packaging**Flavor hierarchy, product image, pattern and shelf recognition.

Crunchies Zesty Citrus pouch packaging system — **Product family**A shared structure with room for each flavor.

Crunchies leaflet and printed communication mockups — **Print**Pattern, photography and voice carried into a leaflet.

Crunchies colorful social media campaign artwork — **Campaign + social**A bolder composition using the same recognizable assets.

Crunchies identity expressed through branded clothing and campaign styling — **Brand character**Styling, expression and branded details make the personality feel human.

Physical touchpointA quieter application that remains part of the same world.

D / What cohesion achieves

Recognition before the name is read.

Logo, typography, colour and imagery work as one signal. The result is not simply a polished appearance, but a brand that is easier to recognise, trust and extend.

RecognisableCustomers connect separate encounters to the same business.

CredibleConsistent decisions make the brand feel considered and dependable.

Ready to growNew touchpoints can be created without starting the design again.

See how the whole identity came together.

Explore the Crunchies identity story Discuss your project

02 / The scope

Build recognition, not just assets.

Position and personality.

We identify what the brand should communicate, who needs to notice it and what should make it distinct. This becomes a practical filter for every visual decision.

A recognition system.

Logo, type, colour, imagery, pattern and tone reinforce one another. Each element has a role, and the system remains recognisable when the format changes.

Applications that prove it.

We test the identity where customers actually meet it—from a website and social post to packaging or print. This exposes gaps before launch and makes the system useful from day one.

Rules your team can use.

You receive organised assets and clear guidance for consistent everyday use. New material can be produced without reinventing the brand each time.

The proposal defines the deliverables, review stages and responsibilities for your project. Additional applications, content creation and ongoing support are agreed separately where needed.

The right starting point

Keep what people know. Fix what no longer works.

A new logo is not always the right starting point. An existing identity may need clearer typography, more consistent colour use or better digital application. Naše Horoměřice shows how AMUI can improve a website while retaining the identity people already know. If that is your situation, a website redesign may be the more useful scope.

Explore website redesign

03 / Working together

Decisions first.
Details follow.

Select a stage to see the work involved and what it leads to.

Stage 01 / 04

Find the central idea

We clarify the audience, offer, personality and competitive context. Existing recognition is evaluated before anything is replaced.

Working towards

A shared direction

01Audience

02Personality

03References

04Brief

04 / Budget & timing

Know what
shapes the work.

Refining an established identity, creating a new one and carrying it into a website involve different amounts of work. We quote for the required elements and applications after reviewing the brief.

New identity versus refinement of existing assets
Logo, typography, colour and graphic-system requirements
Number and complexity of designed applications
Asset licensing, agreed review rounds and production needs

Share your current materials, priorities, budget constraints and any deadline. We can then recommend a scope and agree realistic milestones.

Start with a free 15-minute conversation

05 / Your next step

Make every touchpoint feel like one brand.

Tell us what feels inconsistent today and where customers meet your business. We will start with a free 15-minute conversation.