At the beginning of the full-scale invasion of Ukraine, a group of digital art enthusiasts created the platform to support and promote Ukrainian art content. Crucha's visual identity strikes a balance between modernity and heritage. Modernity is represented by a modern, confident font and a vivid, dynamic color palette, while heritage is reflected in the character decorative elements embedded in the brand's visual language, referencing the works of early 20th-century Ukrainian Art Nouveau pioneers Grigory Narbut and Vasyl Krichevsky.