CrazyBox: a new brand and a new store
A delivery company with seven years of history, a lot of visual material and no system tying it together. I built the identity, then rebuilt the store around it.
Where it started
CrazyBox delivers exotic fruit. Durian, jackfruit, guanabana, and gift boxes people photograph before they open them. The company started in Kharkiv in 2016 with $20,000 from friends and an Instagram page, and grew into a business with its own warehouse, its own couriers, around 90,000 followers in Ukraine and an operation in Poland.
Source: AIN on how CrazyBox launched and operates
Andrii, the founder, had been sending me design work for a couple of years. Small jobs at first, inside the old visual system. Then the whole brand.
A brand that had grown, not been designed
Every campaign had started from its own idea, so the company had several visual languages at once and no rules for what came next.
The brief was to build one.
Lights, camera, mango
Brand reveal, 2025
What the system is made of
A logo with a face in it. The lead character picked itself. Mango is the bestseller, the fruit people order first and come back for. So it sits inside the O of BOX, with a leaf over the C. It works on a van and at 8 mm on a sticker.
One green. Lush Green as the single brand colour, so anything the team makes lands in the same family without asking anyone.
Two levels of illustration. Detailed fruit characters for social and packaging, and a single-line version of the same cast for print and surfaces.
A tone of voice with examples. Casual, warm, playful, friendly, simple, with sample posts showing what each of those actually sounds like.
The box does the branding
For a fruit delivery service the main brand surface is a cardboard box on someone’s doorstep.
Standard boxes print in one colour on kraft. That’s the constraint the pattern had to live inside, so it’s built from line art: no gradients, no overlays, nothing that dies in production. Cheap per box, survives rain and couriers, and the kraft carries the eco message without a word about sustainability. Holiday boxes get the full palette, because they’re a gift and they can afford to shout.
The system on the road
Then the identity had to work without me.
Seasonal boxes. A Valentine’s set that stays in the family. Instagram posts where a melon says something. Hoodies and t-shirts the team actually wears. A branded van driving around Poland. And Crazy Chrup, a freeze dried fruit line I designed from the same parts.
What the store had to do
The site had the same job as the identity: hold everything in one place and make buying exotic fruit simple in two countries at once.
Two ways to buy, right in the first screen. People come here for two different reasons, so the hero asks which one: ready boxes if it’s a gift, build your own if it’s for yourself. No menu digging.
Honest stock. Exotic fruit is unpredictable: deliveries come by sea, half the catalogue is seasonal, and things sell out mid week. Cards say what’s true. Available to order from 18 August. Notify me when it’s back. It costs one line of interface and saves a support conversation.
Weight next to the price. Fruit is sold by the kilo, so you see what you’re actually paying for before the cart.
Photography first. Products shot in the new packaging, on light backgrounds, without stickers and badges piled on top.
A build your own flow that behaves like a game. Pick a box size, fill it, see it fill up.
An account area that answers the boring questions. Order history, repeat an order in one tap, delivery status, saved addresses. Most support messages in delivery are «where is it» and «can I have the same again», so both live on the first screen.
Wartime honesty in the header. A line explaining that strikes on logistics terminals may delay orders. People forgive delays. They don’t forgive silence.
What came out of it
two countries
Ukraine and Poland run on the same identity and the same files.
See it daily in Ukraine, plus the Polish account.
without a designer
Sticker sets, posts and packaging get made from the kit.
for UA and PL
Launching soon.
Source: AIN on how CrazyBox launched and operates
“The design we got exceeded all our expectations. She also brought up a ton of awesome site-building solutions we immediately implemented. The work was elaborate and well-structured, which helped us roll out the project with close to no need for corrections. For Crazybox we’re reaching out to her on a regular basis, and each time it’s bullseye.”