Relaunched with a renewed focus on the evolving food landscape, the CRAVE MORE platform positioned the brand as a confident challenger, encouraging consumers to expect more from everyday food.

As Design Director and designer, I led the development of a cohesive visual system to unify campaign and brand communications. From custom typography and colour systems to disciplined layouts and image principles, the system established a distinctive language adaptable across transit, retail, digital, and brand standards.

The result is a scalable framework that brought clarity and consistency to a broad range of touchpoints, reinforcing the brand’s cultural relevance while elevating its presence in a competitive market.