KRÜ is the esports team founded by Sergio «Kun» Agüero, built to compete at the top of Latin American gaming. In a scene where almost every team leaned on mascots and characters, we knew they needed to show up as something else entirely, a brand with the weight and identity of a real sports club.
We built a new identity aiming to redefine LATAM esports, starting with a crest rather than a mascot, a badge with the gravity of a club. At its heart we turned the Kun’s goal celebration into the team’s sign, and handed that gesture to the fans as a way of belonging.