Cravewell

Cravewell began as a rebranding project for a Better-For-You (BFY) snack under Fourtify, Inc., a company focused on making functional food products more accessible. Initially positioned as a healthier alternative to conventional snacks, the product needed a clearer identity and stronger emotional appeal. What started as a refresh evolved into the creation of an entirely new brand—from strategy and naming to identity and packaging—developed by our team at Together We Design.

The challenge was to bridge the gap between the fun of junk food and the seriousness of BFY brands. Where most BFY competitors leaned clinical and restrictive, we saw an opportunity to make wellness feel lighter and more inviting. Our team redefined the brand through a positive, insight-led strategy and created a full identity system that made Cravewell fun, relatable, and distinctly its own.

Silver Prize : ASEAN-Korea Excellent Design Exhibition Award 2020

Project Info

John Borras Tan
Brand Strategy, Account & Project Management, Identity and Packaging Design Support, Motion Graphics

Work done with:
Together We Design

Brand Identity & Packaging Lead:
Lech Velasco

Design Support:
Lari Gazmen, Mark Gosingtian

Copywriting:
Isay Roque

Photography:
Cravewell

We built the brand on a simple truth: cravings are neutral. Whether prompted by hunger, stress, or joy, cravings aren’t inherently bad—it’s the choices we make that shape the outcome. With that, Cravewell reframed the conversation around cravings, encouraging people to give in—just better. The name itself merges cravings and wellness, flipping the narrative from guilt to satisfaction.

Cravewell’s visual identity centers around positivity and encouragement. The logotype features a stylized “W” shaped like a high five—its signature gesture of affirmation. Bold colors, round typography, and snack-inspired illustrations like bursts, seeds, and sun rays create a system that feels fresh and cheerful. These visual elements work together to create a cohesive look across all brand touchpoints while reinforcing Cravewell’s supportive personality.

To accommodate a growing range of products, we built a modular packaging system guided by a clear product hierarchy: method → input → flavor → size. Each method (e.g., Crisps, Chews, Munch) has a defined layout structure and logo treatment. Flavor cues and background colors further distinguish variants while maintaining a consistent overall look. This framework allows the Cravewell line to expand without losing its shelf recognition or visual clarity.

Beyond the brand and packaging system, we also helped the Cravewell team launch the brand on social media. We developed campaign visuals, key messaging, and adaptable content templates to help bring the brand to life across digital platforms. From flavor introductions to lifestyle tips and snackable affirmations, the rollout reinforced the brand’s cheerful, no-judgment approach to wellness.

Cravewell successfully repositions BFY snacking as joyful, relatable, and crave-worthy—proof that wellness can come with a smile (and a snack in hand).