CRU's visual identity questions how wine inspired youth movements such as the Beat generation, for this reason the identity repurposes historical nods to artistic, poetic and literary fields. Typography occupies a dominant role inspired by the concrete poems and aesthetics of the 1950s, photography explicitly represents the product's condition of use by placing the bottles in domestic or surreal contexts. The monogram "CRU" is inspired by the recurring typographic elements in wine labels, combining the three letters into a single monogram with a 1x1 base to allow for reproducibility.

CRU's image is characterized by a wide variety of labels, which is why in the socials the very different products are placed in a unique context, which through the placement of the bottles in an ascetic, almost ethereal context emphasizes the experimentation of wine and spirits characteristic of those years.