2020/2021 Winners & Shortlists

Background

Indulging in our cravings has proven to be an age-old dilemma. From guilt to regret and everything in between, giving our tastebuds a little bit of love has always gone a long way in making us feel not-so-great about ourselves. Nowadays, more and more health-based food and drink brands are evolving to meet the cravings of our culinary palettes as well as our brand experience. This rings true to the health industry as a whole, and in light of this we wanted to create something fresh… really fresh. Clean Cravings is a newly introduced product by The Grocer stores which launched in 2020. This line of fresh, healthy juices was introduced by the store at the beginning of 2021.

Describe the creative idea (40% of vote)

Clean Cravings was born out of the desire to make healthy funky again. We wanted to peel back the layers and find out what could make this hearty brand resonate with health-junkies. Seeing the need for a fresh-looking and hip brand, we introduced 'Clean Cravings' to fill that gap in the market and satisfy the craving of the health-conscious consumers we're targeting. We wanted to give this brand its own iconic and unique identity that helps it stand out amongst its competitors on the shelf.

Describe the execution (40% of vote)

We developed a name that evokes and embodies the fresh approach that this brand aims to achieve. ‘Clean Cravings’ bring the best of both worlds. ‘Clean’ highlights the light and guilt free pleasures that the products satisfy. Bringing ‘Cravings’ into the mix allowed us to explore health in a humorous way. We created a unique word-mark that gives Clean Cravings a bold presence that’s as loud, proud and as endowed as its artificial rival brands. We’ve paired this hero element with a typeface that’s irregular and playful - moving away from the dull and reserved nature of generic healthy brands. Taking a closer look at these logo devices, we wanted to give them their own aura of freedom and irregularity. This was achieved by designing them as if they were fruit juice stains - perfect imperfections. Depending on the product in question, we gave each their own unique visual narrative.

List the results (20% of vote)

The product itself is a first step for The Grocer to penetrate the fresh juice an health drink market. We created this brand to fill the gap of a cool and fun-loving product that delivers its promise of a natural and fresh beverage, in an even fresher pack. Our customers depend on us to deliver the best quality, healthy and nutritious products.In light of that, we gave them 'Clean Cravings' as an answer to their call. This product is not aimed or geared to be delivered en-masse, rather, its sold in freshly produced batches that are shelved at our own stores. This ensures the brand maintains its promise of quality over quantity and enhances our perception of a truthful, trust-worthy producer that delivers on it's promise, every time.