Crab was a digital agency startup we created with Rodrigo Espinosa (REC) back in 2012. This project was a great kickstart in our web formation and much of our professional growth. With Crab we developed many projects for clients and also personal. Part of those internal projects defined the identity of the brand.
The name came from a rally of ideas. For the logo, the idea was to create a isotype that could simply represent the brand. That's the crab's silhouette which then would apply black and white or a texture of the brand as a fill pattern.
The texture we developed for the brand starts with the idea of movement and overlapping semi opaque planes. The idea was that the colors follow the movement that generated these planes, so worked with a palette of pastel colors, contrasting lusty living colors with somewhat warm colors. This texture happened to be the leading one and used in backgrounds,logo details and some fillings to highlight elements in some images.
This was a project that was being developed as we went into it, the pieces designed and developed were implemented immediately, even got to have caps with the brand logo! To create a product or brand with design freedom was one of the most educational experiences I've had.