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

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

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

Tabacalera Incorporada

Tabacalera Incorporada

Tabacalera Incorporada is the maker of the finest hand-rolled Philippine cigars since 1881. The first and oldest cigar factory in Asia, and one of the oldest cigar companies in the world, Tabacalera Incorporada has for more than 135 years remained unrivaled in quality, selection, and craftsmanship.

Totalmente Hecho a Mano

 
The company upholds and sustains the tradition of quality in cigar-making, and in so doing enlivens and elevates the cigar experience and appreciation —bringing the country’s tobacco industry to global prominence, recognized as its own industry and its own art.

Original Logo

Restyled Logo

The New Crest

In the recreation of their re-styled crest, we were requested to make changes not too distinguishable from its older variations. We followed the form of each mini-illustration as faithfully as we could, refining any inconsistencies, and also making each illustration just a little bit clearer.

Floral Elements

To soften the original patrician look of the brand, we introduced a set of floral borders, and separators.
The florals in these ornaments are inspired by the tobacco plant, rendered in the Art Nouveau style. 

Services

Brand Audit
Brand Research
Brand Development & Ideation
Product Hierarchy
Logo Refresh & Visual Identity System
Personality & Verbal Identity System
Brand Book & Guidelines
Packaging System

Together with

Isay Roque : Copywriting