Crave™ Brand Redesign Refresh:
The new identity presents Crave as a ubiquitous, Canadian brand that can compete with major international streaming services, switching the perception from a value-based service to a premium industry leader.
The new identity presents Crave as a ubiquitous, Canadian brand that can compete with major international streaming services, switching the perception from a value-based service to a premium industry leader.
Design Solution:
An intuitive digital experience was created by restructuring Crave’s information architecture and upgrading the user interface. The brand refresh is a reflection of the elevated, premium, personalized experience of the product with a design system born from lines, minimalist typography and a monochromatic blue colour scheme that is modular and interchangeable. Cross-functional teams accomplished milestones to achieve this large-scale project leading up to the release of the new app, the introduction of the rebrand and the switch to the new channel redesign.
RGD Judge’s Pick:
"Absolutely stunning. This is a huge step up from Crave’s previous branding and really serves to elevate the brand. The palette and gradients are unique. It meets the challenges and more. Bravo!" – Amanda Parker
An intuitive digital experience was created by restructuring Crave’s information architecture and upgrading the user interface. The brand refresh is a reflection of the elevated, premium, personalized experience of the product with a design system born from lines, minimalist typography and a monochromatic blue colour scheme that is modular and interchangeable. Cross-functional teams accomplished milestones to achieve this large-scale project leading up to the release of the new app, the introduction of the rebrand and the switch to the new channel redesign.
RGD Judge’s Pick:
"Absolutely stunning. This is a huge step up from Crave’s previous branding and really serves to elevate the brand. The palette and gradients are unique. It meets the challenges and more. Bravo!" – Amanda Parker
