Owning the Comfort Food Category
Packaging - Brand Strategy - Identity - Brand Environment - Brand Manual
Crave, a leading local restaurant chain, returned for a revamp of their identity, the identity that we had initially created over 10 years ago. After achieving major success within those 10 years, Crave has now become one of the biggest icons in the Egyptian comfort food industry.
Owing to the difference in positioning from when we had first worked on the brand and now, our main aim was to maintain the elements that their loyal customers had come to love, yet successfully communicate the position that they now hold within the market. Now, Crave has a strong brand identity fit for its decade-long presence in the market. Using cues from the old visual identity, the current uplift looks and feels as warm and comforting as the food it serves, visually communicating what Crave is all about.