Crave

Crave Rebrand

The objective was to reinvent Crave into a ubiquitous premium product with an improved experience and expanded library.
Our goal was to create a visual identity that speaks to the new brand values of Crave. The concept behind the brand derives from the idea of depth and expansion. Depth speaks to the breadth of content while expansion conveys that Crave is always evolving as a product and brand.
Depth and expansion are visually represented through a dynamic design system that can be easily translated into multiple platforms. The main trait of our visual language is the line, representative of a storyline. Depth and expansion are achieved by breaking the lines. The breaks create the illusion of volume through negative and positive space while keeping a flat aesthetic. The line system serves as a flexible toolkit for print, digital and motion brand applications.
The monochromatic blue colour scheme is a fundamental attribute to the core concept of depth. The blue duotones allow the content to be represented through the lens of our brand. Hints of red are used for contrast while the clean minimalistic typography adds to the premium feel.

Brand values:
Imaginative (creative but not obscure)
Engrossing (entertaining but not mind-numbing)
Unscripted (thought provoking but not random)
Explicit (simple but not simplistic)

Agency: Bell Media Inc., HBO
Creative Directors: Ron Ruiz, Mike Stanley
Art Direction and Brand: Ron Ruiz, Nensi Gjoca
Logo: Ron Ruiz, Mateen Dar
UI Design: Mateen Dar, Aaron Thadathil, Ritesh Sethia
Motion Design: Nicco Miranda, Ameesha Lee, Jason Allies, Maryam Mahdawiyan
Print and Digital Design: Nensi Gjoca, Niko Papadimitriou, Patience Lair,
Ameesha Lee, Maryam Mahdawiyan, Ling Liu

Awards
RGD 2019 In-House Design Award
Promax Awards 2019 Gold for Logo Design
Promax Awards 2019 Silver for Channel Identity