Derrick Lin


Agency: The Brand Company
Executive Creative Director: Mostafa Tawfic
Senior Illustrator: Hicham Rahma
Visual Artist: Hicham Ali
Location: Egypt
Project Type: Produced
Client: The Grocer
Product Launch Location: Egypt
Packaging Contents: Freshly Squeezed Juice
Packaging Substrate / Materials: Glass Bottle
Printing Process: Digital

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. Clean Cravings was born out of the desire to make healthy funky again.

The brand visuals are inspired by the unexpected twist in the name ‘Clean Cravings’, given that cravings are usually unhealthy. This twist element is maintained and played with throughout the brand.

We created Clean Cravings out of a desire to make healthy funky again. This brand takes on a bold and unique character that’s built on the fresh play between comical illustrations and clever messaging. 2-fruit smoothies become ‘Fruit smoooochies’ but 3-fruits become ‘Fruitsomes’, and you’ve got a brand that takes on a flavor of its own.