We developed a concept and naming, a corporate design, a logo design, elements of the corporate design, a brandbook, and a package from scratch for a new brand of elite construction mixes Krepka. Cement is a mediator between an idea and mute construction materials; it unites, sets, and gives life to ideas and elements of any unique project. The concept became a basis of the brand and gave it a name. Krepka is a word that is easily pronounced by a speaker of any language, at the same time, it carries a sense of its Russian pattern. A minimalistic corporate design and a logo design reflect the general concept: all of the brand’s letters run together into a united monolithic construction which gives a feeling of confidence and stability of the product’s quality. Uniting. Embodying. Krepka.