BRANDSNAPSHOT
“   We believe sex is most excitingwhen it is authentic and in the moment,when people express their desires alone         ...
We believe...
WHEN PEOPLE GOAFTER WHAT THEY  TRULY WANT...that is hot
this life IS ATTAINABLEAPPROACHABLE  & ACCESSIBLE
be yourself   figure out what makes you    realize that you’ve got               happy and get more of it!    enough to wo...
aspirational    is...
embrace the best version     claim a few more moments for   find greatness... of who you already are...         yourself e...
this lifeIS FLIRTY AND DELIGHTFUL
the unexpected     when they let you where their          making someone weakmoments that make   shirt to sleep for the fi...
natural   CRAVEconfidence WHOLESOME GOODNESS
the feeling of truly   wrinkling fresh sheets..   warm breath on   being alive...                                   your n...
this is anauthentic experience   your life as it happens. nothing routine or staged. Spontaneous and unexpected pleasures ...
Crave believes that sexual pleasure, intimacy and satisfaction are at the core of being human. We believe that sex is heal...
“   We believe sex is most exciting when it’s  authentic and in themoment, so we’ve madeour products easy to useand easy t...
is not...
PRESCRIPTIVEThere’s no one right way to do things, either in bed or in life. “You do you!”        SLEAZY OR CHEAP  Crave i...
voice& TONE
CHARACTER                                         TONE   Light-hearted                       Sincere   Playful            ...
GREAT VIBES       115 pt.GOTHAM LIGHT       36 pt.                 visual                 IDENTITY
GOTHAM LIGHT      36 /36   BRAND               SNAPSHOT
logothe exclusion zoneThe logotype must bereproduced with a cleararea around it which isfree from other graphicelements. T...
logoMAGAZINE ARTICLEBor rest, sinveli tatiande nonse simusam lam ent.Ipient enissi berchilis eaque CRAVE soluptas dolupta ...
WHEN PEOPLE                GO AFTER WHAT                  THEY TRULYGOTHAM LIGHT       27 /36                    WANT.
logocolorsThe logo may NOT be:used with a gradientin any colors outside theones detailed in the brandguidelinemore than on...
say goodbye                               to routine...        GREAT VIBES              53/42                             ...
typography          say goodbye                                       say goodbye                                         ...
PROPER USEHey Beautiful!Great Vibes should be used sparingly. It’s not tobe used for general copy or body text (like this)...
typography          GREAT VIBES ABCDEFGHIJKLM NOPQRST UVWXYZ    abcdefghijklmnopqrstuvwxyz           123456789         GOT...
( good examples )                                                           THE                                           ...
typography                         ( brand families should look similar)( These logo marks shouldn’t be recreated. They ca...
Pantone 170U/170C                           CRAVE CORAL                        Pantone 324U/324C                          ...
A GRAPHIC                                                “STARTER KIT”                      try the tip for the           ...
SEXUALITY IS ONE PART OF THE WHOLE PERSON, BUT AN       IMPORTANT PART IN BECOMING WHOLE.
graphic components
MULTI-FACETED      JEWEL - LIKE/LUXEMORE COMPLEX THAN A TRIANGLE  MORE THAN A BORING BOX   NOT A PERFEECT CIRCLE
icon language CRAVE supports your special moments, gives you the big ideas and provides the  features necessary to reach c...
brand markexploration
MEET THE      teaminstagram filter (earlybird)      + phoster app
inspiration boards
previous internal content          (being revised)
previous internal content          (being revised)   SEXLIFEFREEDOM
Crave brand development
Crave brand development
Crave brand development
Crave brand development
Crave brand development
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Crave brand development

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A selection from the branding/identity work that I spearheaded for CRAVE, a luxury sex toy company based here in SF. www.lovecrave.com (2012)

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Crave brand development

  1. 1. BRANDSNAPSHOT
  2. 2. “ We believe sex is most excitingwhen it is authentic and in the moment,when people express their desires alone or with a partner. ”
  3. 3. We believe...
  4. 4. WHEN PEOPLE GOAFTER WHAT THEY TRULY WANT...that is hot
  5. 5. this life IS ATTAINABLEAPPROACHABLE & ACCESSIBLE
  6. 6. be yourself figure out what makes you realize that you’ve got happy and get more of it! enough to work on... this is play
  7. 7. aspirational is...
  8. 8. embrace the best version claim a few more moments for find greatness... of who you already are... yourself each day...
  9. 9. this lifeIS FLIRTY AND DELIGHTFUL
  10. 10. the unexpected when they let you where their making someone weakmoments that make shirt to sleep for the first time... in the knees with just a your day... glance...
  11. 11. natural CRAVEconfidence WHOLESOME GOODNESS
  12. 12. the feeling of truly wrinkling fresh sheets.. warm breath on being alive... your neck...
  13. 13. this is anauthentic experience your life as it happens. nothing routine or staged. Spontaneous and unexpected pleasures that give your life a little edge of intrigue.
  14. 14. Crave believes that sexual pleasure, intimacy and satisfaction are at the core of being human. We believe that sex is healthy, wholesome and playful, that delight and flirtation provide vital sparks to everyday life. We believe that people crave a variety of sexual experiences and that there should be no judgment, stigma, or shame about that desire. We believe that women have been underserved in the market for quality toys,accessories and devices. The design, manufacture and material choices for sex toyshave been poor, and the shopping experience has been off-putting for many, which has created a longstanding perception of a lack of quality in the category at large. With Crave, we want to change the way women experience sex toys.
  15. 15. “ We believe sex is most exciting when it’s authentic and in themoment, so we’ve madeour products easy to useand easy to live with. ”
  16. 16. is not...
  17. 17. PRESCRIPTIVEThere’s no one right way to do things, either in bed or in life. “You do you!” SLEAZY OR CHEAP Crave is a brand for people who appreciate quality. They value well- designed and well-made objects in every area of their lives.
  18. 18. voice& TONE
  19. 19. CHARACTER TONE Light-hearted Sincere Playful Casual Empowered Human Intelligent Witty Helpful Honest Affectionate Candid SOCIAL MEDIA BRAND VOICE Approachable Awareness Informed Engage Affectionate Educate Straightforward Entertain Delight SellLANGUAGE PURPOSE
  20. 20. GREAT VIBES 115 pt.GOTHAM LIGHT 36 pt. visual IDENTITY
  21. 21. GOTHAM LIGHT 36 /36 BRAND SNAPSHOT
  22. 22. logothe exclusion zoneThe logotype must bereproduced with a cleararea around it which isfree from other graphicelements. This area is knownas the ‘exclusion zone’.With special permission, thelogo may be used inside ofa brandmark (see adjacentpage)
  23. 23. logoMAGAZINE ARTICLEBor rest, sinveli tatiande nonse simusam lam ent.Ipient enissi berchilis eaque CRAVE soluptas dolupta acimvolorrum sit quid ut que in con est, il earchilit, quos doluptiusas modipsume ne volupta qui sin estibea destinim ipieturia dele-stempe abor autem lant.Dus et quiam, et ipsus, nissinc imporepelest occaborrum aut pa written styleCRAVE quid? In external body text, weVoloris quidelest a doluptatis a eatibus cuptati nctate ne con should advise others toexplique sum ipis mos resendi CRAVE aces dol. display our name in the font HELVETICA NEUELearn more at WWW.LOVECRAVE.COM (medium). In internal body text, it should be in GOTHAM.BLOG POST #2 (Will vary per applicationBor rest, sinveli tatiande nonse simusam lam ent. between styles - bold, light,Ipient enissi berchilis eaque CRAVE soluptas doluptaacim volorrum sit quid ut que in con est, il earchilit, medium, book)quos doluptius as modipsume ne volupta qui sin esti-bea destinim ipieturia delestempe abor autem lant. The CRAVE url shouldDus et quiam, et ipsus, nissinc imporepelest occabor- always be in the uppercase.rum aut pa CRAVE quid minturias voluta que la idebiseaturepe consequibus, Voloris quidelest a doluptatisa eatibus cuptati nctate ne con explique sum ipis mosresendi CRAVE aces dol.Learn more at WWW.LOVECRAVE.COM
  24. 24. WHEN PEOPLE GO AFTER WHAT THEY TRULYGOTHAM LIGHT 27 /36 WANT.
  25. 25. logocolorsThe logo may NOT be:used with a gradientin any colors outside theones detailed in the brandguidelinemore than one colorAgain, keep it simple.
  26. 26. say goodbye to routine... GREAT VIBES 53/42 It’s about the spontaneous and unexpected GOTHAM LIGHT 18/21 pleasures that give your life a little edge of intrigue. There are two typefaces routinely used for CRAVE collateral. GREAT VIBES is a stylized type to be used for headers and “conversation”.Body text should be created with the GOTHAM typeface (light or book).Product names, even when in a header (i.e. DUET) should be in Gotham.
  27. 27. typography say goodbye say goodbye to routine... to routine... It’s about the say goodbye spontaneous and unexpected pleasures that give your life a little to routine... edge of intrigue. say goodbyeThe leading for the header should be “snug”but as a general rule, GREAT VIBES characters should to routine...not overlap. Do not tilt a header, it should remain erectat all times.
  28. 28. PROPER USEHey Beautiful!Great Vibes should be used sparingly. It’s not tobe used for general copy or body text (like this) as it is difficult to read in large quantities. You get more bang for your buck reserving it for special occasions! IMPROPER USE
  29. 29. typography GREAT VIBES ABCDEFGHIJKLM NOPQRST UVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 GOTHAM (LIGHT) ABCDEFGHIJKLM NOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz 123456789
  30. 30. ( good examples ) THE PERFECT pair try the tip for the most intense sensation use the angled edge along your labia for precise stimulation press the inner HELLO GORGEOUS how are you? surfaces for sensation all around money - back guarantee flat surfaces with less intensity are great for warming up! detachable, usbrechargeable body offer includes ( Exception: GREAT VIBES may overlap GOTHAM in certain cases. ) TRULY free engraving WATERPROOF www.lovecrave.com
  31. 31. typography ( brand families should look similar)( These logo marks shouldn’t be recreated. They can be found in the StarterKit AI file.)
  32. 32. Pantone 170U/170C CRAVE CORAL Pantone 324U/324C CRAVE AQUA C69 M63 Y62 K58 natural textures HELLO GORGEOUShow are you?
  33. 33. A GRAPHIC “STARTER KIT” try the tip for the most intense sensation use the angled edge CAN BE FOUND along your labia for precise stimulation IN THE BRAND press the inner DESIGN FOLDER surfaces for sensation all around (in progress) money - back guarantee flat surfaces with less intensity are great for warming up! detachable, usbrechargeable body offer includes TRULY free engraving WATERPROOF www.lovecrave.com
  34. 34. SEXUALITY IS ONE PART OF THE WHOLE PERSON, BUT AN IMPORTANT PART IN BECOMING WHOLE.
  35. 35. graphic components
  36. 36. MULTI-FACETED JEWEL - LIKE/LUXEMORE COMPLEX THAN A TRIANGLE MORE THAN A BORING BOX NOT A PERFEECT CIRCLE
  37. 37. icon language CRAVE supports your special moments, gives you the big ideas and provides the features necessary to reach complete satisfaction. (rewrite)moments big idea feature
  38. 38. brand markexploration
  39. 39. MEET THE teaminstagram filter (earlybird) + phoster app
  40. 40. inspiration boards
  41. 41. previous internal content (being revised)
  42. 42. previous internal content (being revised) SEXLIFEFREEDOM

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