Indulge Your Cravings
UnCrave was created by India's largest D2C meat and seafood brand—Licious, to offer plant-based meat as a viable and delicious alternative for consumers. Following our new brand identity design for parent brand Licious in 2022, we partnered with the passionate team to bring alive the UnCrave identity as part of its growing brand universe.
The identity design for UnCrave was crafted for balance—between creating a compelling image for plant-based meat, along with furthering the parent brand Licious’ codes of hearty flavour-fulness. It establishes a strong & distinct presence for the new brand, in a category that is nascent but growing rapidly, by cleverly adapting and re-interpreting signature elements from its successful parent brand.
The UnCrave identity carries forward the heartiness and flavour-fulness of Licious, in the context of plant-based alternatives. The custom-drawn logotype for UnCrave is rich with organic curves and full-bodied with juicy details. A bold palette of bright green, black and white differentiates it from the rest of the Licious universe, while retaining high shelf impact and joyfulness. Together with playful use of the brand font, the identity system delivers the light-hearted tonality in-line with the Licious universe.
Project Credits
Aayushi Katare, Mohor Ray, Nikhil Ranganathan, Rajesh Dahiya, Shreeya Kurien, Siddharth Nair, Videet Desai, Vishnu M Nair
