Crucible is a London-based agency “operating in drinks and flavor,” according to its website. It works with alcoholic and non-alcoholic liquid producers to explore new products and flavors; it helps create product engagement; and it provides operational support to venues. Creative agency Madalena created a new logo for this one-of-a-kind flavor laboratory using an extremely unique medium: bacteria.
Crucible’s original logo was a modern block-capital C. The designers created laser-cut corks into the C shape and then swabbed different food products onto the corks. These were placed into an incubator for several weeks and were photographed every few hours as bacteria bloomed. The result is an organic, colorful, always growing identity that by its nature defines the client’s experimental character.