Branding and photography art direction for the brand of high-end furniture Cru Furniture. The concept of rawness (‘Cru’ is the Catalan word for ‘raw’) is the common theme of the brand, and it is applied in all the communication elements through the smallest intervention possible. Raw, analogical and non-Photoshopped photographs taken with a single-use Fuji camera become the main distinctive element for this brand. They are used to show the different parts of the creative process, from the actual inspiration to the birth of a new product. The most outstanding piece of furniture in the Cru brand is Bernardes Bench, distinguished with the silver award in the renowned Delta awards for product design, organized by ADI-FAD association.