Cravings is a premium pick-n-mix experience based in Marylebone, London. A brand built around a simple but underexplored idea: that candy, when curated with intention and presented with care, can sit alongside the best food and lifestyle destinations in a city like London.
The brief was not to design a sweet shop. It was to build a brand that understands what people are really buying when they walk through the door, not just candy, but the pleasure of choosing it, the experience of being somewhere considered, and the feeling of leaving with something that reflects their taste.
We developed the full brand identity for Cravings: strategy, creative direction, and a complete visual system built around the tension between heritage and playfulness. A calligraphic primary logotype with the warmth of something handcrafted, a serif secondary logotype that carries institutional authority, an emblem that functions as a seal, and an icon that captures the ritual at the heart of the brand, the act of choosing. A colour palette rooted in deep burgundy, warm creams, and unexpected accents that give the identity both richness and joy.
The result is a brand that feels elevated without being inaccessible, luxurious without being precious, and completely of the city it was built for.
