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

Eisma Skin Care

Eisma Skin Care

Eisma Skin Care is a beauty and wellness center in the Philippines, with its first branch located in Quezon City. With its industry-recognized professional team and partners, Eisma Skin Care offers a range of dermatologic and non-dermatologic services such as facial and body care treatments for whitening, slimming, contouring, and anti-aging.

The Eisma Monogram

Eisma Skin Care had an existing monogram that we were requested to only improve on, and not change too drastically. 
We tuned it up a bit and encased it in an oval shape to make it more even and center-balanced.

Simplicity is Beauty

For the rest of Eisma’s key visual, we went with an almost bare look paired with simple line drawings, for a bit of added visual interest.

Services

Brand Audit
Brand Consultation
Logo Refresh & Visual Identity System
Personality & Verbal Identity System
Brand Book & Guidelines
Packaging Design
Social Media Content

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

Berde

Berde

Fast, healthy and delicious – Berde was created by a group of young professionals to address the need for quick, convenient healthy food in Metro Manila.
We developed a brand identity concept around the way Berde approaches food – fun and colorful to look at, but simple and sincere at its core.
To highlight the brand’s serving style, we created a set of  illustrations based on their offerings and arranged them circularly to recall their signature bows.
The illustration style is minimalist, almost childishly drawn, nothing about Berde is complicated and we wanted to drive that point home.
To give the illustration set more mileage, we made sure their individual elements could be used separately as well.
We put special attention towards designing their menu. It was important for us that customers understood that they could order Berde’s staple bowls, at the same time, we wanted them to feel encouraged to create their own bowls. We read in an article that with Berde’s four bases, five protein sources, six vegetable sides, and twelve toppings, you could probably come up with 17, 550 combinations.
Truth be told, the more we worked on developing Berde’s brand identity, we fell in love with the product more and more. The food really is as delicious as it looks, and as it promises to be.
If you find yourself in the Makati CBD, try and stop by. Be warned, last time we checked, they kind of have a crazy lunchtime crowd.

Services

Brand Development
Logo & Visual Identity System
Brand Book & Guidelines
Restaurant Materials

Together with

Photography : Lunar Studios

Persephone

Persephone

Early in 2017, our friend Jessie approached us to brand her new restaurant concept. Named after the goddess of spring and queen of the Underworld, Persephone was going to have an ever-evolving menu based on which of our local produce was currently in season.
The brand signature depicts Persephone as a young, but stately woman, with a Pomegranate flower in her hair.
The Pomegranate also makes a prominent appearance in the brand’s key visual.
Persephone’s myth says that it was the consumption of one Pomegranate seed that sealed her fate as the Queen of the Underworld.
The Narcissus and the Lily of the Valley are notably mentioned in the myth as the flowers Persephone was gathering just before her abduction.
All three flowers come together first in a bouquet to as a nod to Persephone’s act of love for the gifts of the Earth.
They are also arranged in a pattern to illustrate a field of flowers, where her days are usually spent while aboveground.
We produced but a handful of thoughtfully designed collaterals for Persephone. First, we designed a screen-printed clipboard that would hold an easily editable menu layout.
The business cards feature the floral pattern with the brand’s logotype in delicate gold foil.
Persephone closed it’s doors in November of last year. The seasons never last, but Spring always comes around.

Services

Brand Development
Logo & Visual Identity System
Brand Book & Guidelines
Restaurant Materials

Together with

Interiors : Tayo Architecture and Design

Mural Assistants : Nelz Yumul and Bryan Antonio

Print Production : VJ7 Printing (business cards), and Hontra Arts Inc. (screen printed menu)

Photography : Lunar.ph

Ayala Malls : Greenology Campaign

Ayala Malls : Greenology Campaign

Greenology is Ayala Malls’ nationwide effort to be more eco-friendly. Back in 2017, we were contacted to create the look for the campaign, collaterals, as well as some merchandise for the campaign.
We also redesigned the trash bins to go with the rest of the campaign. What was once a monochromatic set of trash bins now use contrasting color treatments, visually making it easier for people to segregate their waste. These trash bins are now being used in all the Ayala Malls in the Philippines.
Social media was also used to support the campaign promoting the use of eco bags to reduce plastic waste.

Services

Campaign Logo & Visual Identity System
Campaign Materials
Social Media Content

The Fore

The Fore

We collaborated with Kim Jones to create a brand identity for her designer gallery that would showcase collaborations with talented designers from Southeast Asia. True to its name, The Fore puts the spotlight on each collaborator, highlighting their craft and their different stories.
For our studio, the highlight of this project was the custom font we created for the logotype. Ms Jones Bold was inspired by Fat Face fonts like Bodoni, Normandia, and Noe Display. It uses a pronounced contrast between thick and thin lines, it also features strong and graceful serif curves. These attributes were carefully selected to establish elegance and boldness.
For our studio, the highlight of this project was the custom font we created for the logotype. Ms Jones Bold was inspired by Fat Face fonts like Bodoni, Normandia, and Noe Display. It uses a pronounced contrast between thick and thin lines, it also features strong and graceful serif curves. These attributes were carefully selected to establish elegance and boldness.

Services

Logo & Visual Identity System
Brand Book & Guidelines
Packaging Design

Together with

Lunar Studios : Photography