Cravewell

Cravewell

Originally a re-branding project for an existing Better-For-You (BFY) snack from Fourtify, Inc., Cravewell became its own brand as a result of insight-driven creative strategy. It deviates from the usual seriously healthy messaging of other products in its category — challenging the market perception of cravings and making giving in naturally guilt-free with Cravewell.
Silver Prize : ASEAN-Korea Excellent Design Exhibition Award 2020
 

Junk & Fun vs. BFY & Serious

We started with a broad study of the category. Covering a number of well-loved junk and BFY snack brands in the competitive audit, it was apparent that junk foods are all about fun, while BFY is generally serious.
The BFY brands we looked at really owned their strong messages of healthiness, which worked on their particular market base but made it difficult to attract (and perhaps even intimidate) those on the other end of the snacking spectrum.
So we asked ourselves: how can we make BFY snacks be as fun as junk food?

Cravings are neutral

The other key to the strategy is understanding why people snack. Breakfast, lunch, and dinner are cued by the clock, but snacks, on the other hand, are prompted by seemingly random urges — a.k.a. cravings. Most people consider cravings a problem, something that keeps them from getting healthier.
Despite the perception, however, cravings are intrinsically neutral. Whether they’re functional or emotional, what makes them “good” or “bad” lies in what people eat to satisfy them. If they choose.
So our next question was: how can we change the perception on cravings?
The brand name combines “cravings” with “wellness” — two ideas that people don’t put together on their own — to promise and to claim that cravings can be satisfied better, so it’s okay to give in.

High Five to your Cravings!

The high five is an affirmative gesture. Between friends who are each other’s personal cheerleader, a high five is a toast to a win, a salute to the other who’s doing well, or perhaps even an assurance of constant companionship.
Cravewell is that personal cheerleader, too — for anyone and everyone who’s trying to make better snack choices. For people who feel strong cravings coming on while they’re on their journey to wellness, for those going through a slump and just want to eat their feelings, or even for those who just want to have a little fun and indulge, Cravewell’s there.

Packaging Cravings & Fun

Cravewell combines the fun of junk food and the seriousness of BFY in its packaging. Bold, confident colors, cute fonts and bright accents keep things light, while actual images of veggies and fruits assert and emphasize the realness of the product.
With 10 initial product variants and plenty more in the pipeline, the approach to packaging had to be as systematic as it was creative. Guided by a clear product hierarchy as the framework, the resulting design can be easily adapted to give each variant its own character while maintaining the brand’s cohesive look. The goal is for people to know at first glance that it’s Cravewell, and then get excited by what’s inside.

Cravewell Lifestyle

Just as cravings are natural, Cravewell can become naturally part of people’s lifestyles, too. By identifying the occasions when people crave for a snack — after a workout, during a movie marathon, in the middle of work or studying — and owning them through brand association, Cravewell carves out its place in the market’s consciousness.
Beyond just providing products that satisfy cravings better, Cravewell also aims to bring another form of nourishment for modern living through little messages of encouragement and affirmation in its digital content. Like a personal cheerleader, the brand aims to be a force of good in people’s daily lives.

Services

Brand Audit
Brand Research
Brand Development & Ideation
Brand Consultation
Naming
Logo & Visual Identity System
Personality & Verbal Identity System
Brand Book & Guidelines
Packaging Design
Social Media Launch Campaign
Social Media Content

Together with

Isay Roque : Copywriting
Chichi Tullao : Photography & Styling
Glist Socials : Photography & Styling
Mewd Studio : Photography

Cravewell links

Visit their website or scroll through their instagram and facebook

Bawal Sans

Bawal Sans

We got invited to Tipong Filipino Type Exhibit 2019. The type design to be showcased should somehow reflect the city that we’re in. Here in Cubao, Quezon City, we noticed a lot of signage around our neighborhood and throughout the city. These quickly painted passive-agressive reminders served as our inspiration for our variable font Bawal Sans.
People often DIY their way to achieve or preserve some order in their surroundings — with passive-aggressive or witty and playful signages written haphazardly in bold capital letters, from condensed to ultra wide depending on the available space. 
Proper typesetting is a luxury. As creative as we are as a people, this is not a priority when what we need urgently is something that gets the message across, period. 
Bawal Sans is the DNA of the DIY signs we see everywhere: a no-nonsense font that is as loud and clear a statement as the message itself is, a font that gets the job done now, fast, period. Niceties? Maybe later.
 
Bawal Sans averages the look of the DIY signages and reminders we see everyday in the streets to create an actual font system that reflects how we function when we’re in survival mode: fix it now, do it quick, we’ll just make it better with niceties on the next chance we get.
Designed to do one job — getting the message across, loud and clear even from a considerable distance — Bawal Sans is a bold-weight font with flexible width that adjusts to the dimensions of the application, just like the hand-painted signs that inspired it.  And with only capital letters, it retains the passive-aggressive character of DIY signages and reminders everywhere. 
While the letterforms are very basic with almost no design system, the font is itself a visual language — one that’s so direct and explicit that it leaves no room for question or doubt, and it eliminates the need for repetition, no matter the message.

Viber stickers by Together We Design

Poster by CNN Life Philippines

Music Video by Sandwich

Bawal Sans is a variable font with flexible width that adjusts to the dimensions of the application, just like the hand-painted signs that inspired it. It can go from Ulta Condensed to Ulta Expanded and anything in between. And with only capital letters, it retains the passive-aggressive character of DIY signages and reminders everywhere. While the letterforms are very basic with almost no design system, the font is itself a visual language — one that’s so direct and explicit that it leaves no room for question or doubt, and it eliminates the need for repetition, no matter the message.

Together with

Isay Roque : Copywriting

Viber x Department of Health

Viber x Department of Health

We partnered with Viber to design an official sticker pack for the DOH PH Covid-19 Viber Community. These stickers were designed to look familiarly local, and to serve as little daily reminders in the fight against COVID-19.
To make these Viber stickers look comfortingly familiar,  we used homegrown fonts such as Aaron Amar’s  Dangwa, Cubao, and Quiapo, as well as our studio’s very  own TWD Bawal Sans.
 
A few weeks after the release of the Philippine  sticker pack, the designs were adopted by the Viber  Communities in Sri Lanka, and Nepal. Some of the designs were translated to their native language, while  keeping the original art direction.

 

Services

Art Direction
Illustration

Circles.Life : The 100GB Plan

Circles.Life : The 100GB Plan

Circles.Life is a new and fast-growing telco in Singapore, disrupting the traditional telco industry with the best possible data plans. Their bold visuals, catchy copy, and edgy campaigns are sure to get your attention right away.
Expanding their business in Australia, they wanted consumers to ‘break up’ with their current providers, and switch to their data plans  — calling it the Telco Break Up Season.
A few weeks before our project started. Circles.Life Australia created a viral ad campaign by posting a breakup letter in a newspaper ad, which they later on revealed to be a break up letter for Charlotte’s current telco.

 

We were tasked to create a key visual for their “Telco Break Up Season” Campaign. The campaign invited users of the other telcos to write their own break up letters and switch to Circles.Life’s The 100GB (Goodbyes) Plan.

Breakups are rough

Breaking up is a difficult and excruciating personal experience. It is a rush of different emotions — sadness, anger, regret, frustration, disappointment. All pouring out in one single moment, one single letter. 
That uncontrollable rush disregards all forms of pleasantries. You can see the gravity of emotions and bad experience by just looking at the letter. The idea is to show how disappointed (or angry) the user is with its current telco provider. Yes, these frustrations can be written down and listed, but the impact can be amplified visually.
 
Torn papers or bills, erasures, highlights, all capital handwritten letters can show the rush of emotions. Triggering these intense emotions can cause other people to stand up and voice out their pent up frustrations as well.
 
As Circles.Life becomes the outlet for these break up stories, it also opens a door for a better and healthier relationship.

After setting the art direction and key visual templates, Circles.Life team were able to cascade the the Break Up Season key visual into different break up letters .

Services

Art Direction
Key Visual Development

Bannister Academy

Bannister Academy

Bannister Academy is a private non-sectarian, secular and co-educational institution in Quezon City, Philippines that is open to learners from pre-school to senior high school. For their 10th year anniversary, we were tasked to rebrand the school. A decades worth of the experience and learning all culminated in this project. 

Refining Quality Education

Bannister Academy’s focus has always been quality education. Growing their school slowly but surely, the learners are always the priority. 

The Bannister Family

Bannister Academy started small and still chooses to be small. At one classroom per level, teachers are able to carefully focus on their students. This also makes the whole school community very close to each other. Almost everybody knows each other. 
Rebranding a school institution can be tricky. A lot of stakeholders are attached to the brand they themselves are personally building. As part of our development process, we interviewed the three most important representatives of the school – learners, parents, and teachers. With their help and insights, we were able to refine the school’s identity. 

Transcendere

Elements of the original crest were kept as each of these elements have a certain school symbolism.  Keeping in mind the school’s motto, all elements point upward towards Transcendere. 
Knowing that the school logo will be used in various forms and applications. We made a cleaner and more recognizable logo by placing all the elements inside the shield. 

Up Close and
in Focus

Using the key visual elements, the crest angle and lion can be used as a framing devices to highlight something important. They may also be used as a pointer to readjust the focus to a certain message.
 All these can be easily used by just following the rule of thirds in any medium or application.

The Students' Journey

Part of our process was to follow the student’s academic journey. From the admission kits to graduation diplomas, we redesigned all their materials to create a unified look.

Services

Brand Audit
Brand Research
Brand Development & Ideation
Naming
Logo & Visual Identity System
Personality & Verbal Identity System
Brand Book & Guidelines
School Documents & Materials
Social Media Templates

Together with

Isay Roque : Copywriting

Doze Days

Doze Days

Rest and relaxation don’t have to be complicated. Comfort doesn’t have to be so expensive. Dozedays makes sure of that. The only reason to not buy from this brand is if you don’t want to stay in bed longer 🛏

Resting in Motion

Rest doesn’t mean staying still. Rest is about recharging at your most comfortable state − flowing slowly at ease.
The logo type just flows naturally on curved lines and shapes giving it a sense of playfulness motion in a state of calmness. The horizontal logo following a line steadily progressing, just like life itself.

A comfortable sleep feels like floating into your dreams. Doze Days’ key visuals follow this relaxed state, freely flowing.

Services

Brand Development & Ideation
Brand Consultation
Naming
Logo & Visual Identity System
Brand Book & Guidelines
Packaging Design

Together with

Lunar Studios : Photography

Boa Kitchen & Socials

Boa Kitchen & Socials

BOA Kitchen & Socials is a concept space that is always evolving. By day, the space is a bright and sunny restaurant that serves Asian comfort food. By night, BOA transforms into a bar and socials space, offering unique alcoholic drinks and bar chow.
Our task was to create a branding system that would be able to adapt to whatever the space’s concept or theme was. We utilized a hexagonal grid system as the main visual for the brand, creating a flexible but memorable identity.
With the same grid, we created a custom typeface that the brand can use on their collaterals and as part of their decor.

Services

Brand Development & Ideation
Naming
Logo & Visual Identity System
Personality & Verbal Identity System
Brand Book & Guidelines
Restaurant Collaterals

BOA Kitchen & Socials is located at

Mezzanine Floor,
45 Scout Rallos corner Scout Tuazon,
Quezon City, Philippines

Visit their website or scroll through their instagram

Mazu Seafood Restaurant

Mazu Seaside Diner

The Goddess of the Sea

The eponymous Mazu (媽祖) is a water-dwelling goddess who roams the seas to protect sailors, seafarers, and fishermen from harm.
She is also regarded to with many other titles, such as “Princess of Heaven,” “Patron of Seafarers,” and “Holy Heavenly Mother.”
It was customary for Chinese fishing villages to offer a tribute to Mazu after returning from a day at sea with a bountiful catch.
Mazu, the restaurant, pays homage to that by turning freshly caught seafood into delicious, steaming hot dishes.

The Lantern

It’s worth noting that in her legend, Mazu would hold up a lantern to act as a beacon that guides sailors and fishermen to shore. Her lantern is a fitting icon to symbolize the return of fishermen to shore; a symbol of a safe arrival home and a generous catch at sea.

Services

Brand Development & Ideation
Logo & Visual Identity System
Brand Book & Guidelines
Restaurant Collaterals

Together with

Table and Style : Food Styling
Sherwin Nagaño : Photography

Sunny Side Sound

Sunny Side Sound

Sunny Side Sound’s founder came up with its name while cooking eggs for breakfast. It was the perfect analogy for him – just like a perfectly done egg, music shouldn’t be overcooked or undercooked, it should be done just right.
Inspired by sunny-side up eggs and the circular audio spectrum, the Sunny Side Sound logo can morph according to any project.
Even when audio characteristics are translated visually, it only proves that every sound is truly unique.
“The sunset is the most relaxing time of the day. The bright warm of colors of the day slowly melts into the purple night.”

Services

Brand Development & Ideation
Naming
Logo & Visual Identity System
Brand Book & Guidelines
Business Collaterals

Together with

Mare Collantes : Photography

Atlas

Atlas Studios

Growing up means that sometimes we grow out of things, and it takes a certain maturity to acknowledge that you’ve grown out of your own brand. This was what the team formerly known as Shutterpanda realized, so they came to us for a re-brand.
 
 
The Shutterpanda brand used to house all of the team’s photography services, which they’ve since placed under several stand-alone brands. They put their photography work for brands and corporations under Lunar.ph, while Atlas Studios became the branch that specialized in destination wedding photography.

The Atlas Mark

Atlas Studios’ logo mark is largely inspired by an armillary sphere. This ancient device puts you where you are in the perspective of the known universe. Atlas Studios does the same by putting their to-be-wed or newly-wed subjects front and center, especially on their special day.

The Color Journey

The photographers of Atlas have always been fascinated with grandeur landscapes and celestial skies. Their monochromic color palette, is accented by vintage colors of old maps, globes, and atlases.

Services

Brand Development & Ideation
Naming
Logo & Visual Identity System
Brand Book & Guidelines
Business Collaterals