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

Mega Tuna

Mega Tuna

Mega Global Corporation, the Philippines market leader for sardines, has launched a tuna line in the recent years. They approached us to redesign their label with the following objectives:
  • To create a label that had a different look and feel from the sardine line while adhering to the MEGA brand.
  • To create a label that will be effective on shelves – better brand visibility as well as range navigation.

The Groundwork

We conducted research in local popular grocery chains. Upon doing some tests, studying internal focus group results, and comparing their label to their competitors, we pinpointed the strong points of the current label, as well as the way to move forward in the redesign.

Our Findings

Mega, a young brand in the canned tuna segment, was already fighting for shelf space. We noticed that their competitors would use a single brand color regardless of the variant, creating a wall of color on shelf. Mega was using a 2 color label that created a horizontal stripe pattern on shelf which did not help with the brand’s visibility. 

Mega’s use of different colors for each SKU helped making the range easier to navigate – we ended up used the same colors in the redesign to link the new labels with the old ones. 

The Result

We decided to keep the logo close to the current one. We restyled the ship, making it and creating a logo that would be more consistently used across all variants. We decided that the variants should use a single color instead of the two color scheme that the brand was currently using. We kept some of the elements from the old design (such as the 100% Pure Tuna seal) as it resonated well with the consumers in the focus group.

Services

Design Strategy
Art Direction
Packaging Design

Together with

Lunar Studios : Photography

Video Production

Toycommunications Advertising Co. : Agency
Arcade Film Factory : Production
ER Alviz : Director

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