Challenges
With a bold identity in mind, CRU’s challenge was to create two separate yet intertwined platforms that represented the brand’s essence: fun, unapologetic, and fiercely inclusive. But getting that across visually and functionally on the web was no easy feat.
Different Vibes, Same Brand
The Bar CRU needed to feel like the gay hangout spot in town – a place where people would come together to have fun, meet new faces, and enjoy a drink. The CRU Store, on the other hand, needed to reflect the lifestyle, offering quality products for the community, all while embracing the same playful and inclusive vibe.
Our task was clear: Create two experiences that felt like one, without losing the soul of either.
Outdated Web Presence
The brand’s initial website was terribly outdated and did not deliver the experience they needed to build lasting connections with their audience. The website looked like a porn site, and wasn’t optimized for the modern user. It needed a fresh look, improved navigation, and a sharper focus on what mattered to the community.
Bar Cru’s old website (both bar & shop)
Building a Strong Social Media Presence
Social media wasn’t just about pushing out content; it was about creating conversations, building relationships, and being an active part of the gay community. The challenge here was creating a tone that was authentic, engaging, and didn’t feel corporate or disconnected.
Solutions
Two Distinct Websites, Same Heartbeat
The Bar CRU website became a dynamic, engaging platform designed to attract and retain a crowd. We optimized for user experience, ensuring everything from bar specials to events was easy to find. The goal was to keep it simple but bold – exactly like the vibe inside the bar itself.
The CRU Store site, on the other hand, was all about showcasing products in a way that felt like a natural extension of the lifestyle. We paid close attention to the design, making sure it had that fun, stylish edge that spoke directly to CRU’s audience. Clean lines, easy navigation, and a seamless checkout process made the shopping experience just as enjoyable as browsing through the store.
New website for the bar
New website for the shop
Brand Identity with Meaning
We created a visual identity that reflected the brand’s commitment to inclusivity, celebration, and pride. From the strong logo to the unapologetic color palette, every design element spoke to the brand’s roots. The websites and social media channels brought the brand’s energy to life, showcasing a fun-loving, confident personality that resonated with the community.
Social Media: A Space to Celebrate
Understanding that CRU was more than just a business – it was a place where community came first – we created posts for their social media strategy. We created a content plan that mixed fun, informative, and community-driven posts.
Results
The CRU’s new digital presence finally felt alive – bold and unmistakably connected to the gay community. They continue to grow and evolve. We’re happy to be along for the ride. As we continue to refine the digital strategies and explore new ways to engage with the community, there’s no doubt that CRU will keep thriving.
“Working with RedVibes is great! They have a lot of experience in e-commerce and are always available and very fast. Together, we quickly got the store up and running.”
Bruno Freitas
Owner, Bar Cru
