Crave celebrates birthday with playful rebrand

Crave Global turns five this month, so true to form the creative powerhouse has unveiled a fresh new brand identity that highlights their vision of ‘craving things to the point of obsession’. 

Activated via a playful photoshoot, the rebrand will be used across all touchpoints for the agency including website, social and décor inside new offices at 224 Symonds Street. 

The brainchild of Executive Creative Director Hadleigh Averill and his brother, disruptive designer Brogen Averill, the imagery features stylised sets and models behaving in compulsive ways. 

Hadleigh and Brogen teamed up with advertising photographer Fraser Clements to bring their vision to life. The result is a bold and unique identity that represents the values Crave Global adheres to as an integrated experiential agency with a focus on producing immersive creative campaigns for clients including Lion, Ports of Auckland and Ola. 

Hadleigh Averill says: “The idea behind the rebrand was to represent Crave in an interesting and less obvious way but also to reflect the output of what our work creates for our clients. 

“Insomuch as Crave means to ‘feel a powerful desire for something’ we wanted to take that to its extreme to give weight to its meaning and thus we landed on the territory of ‘craving things to the point of obsession’. This became our guiding star and informed each of our shoot set ups, which represent different facets of the work we do, from strategy to experiential, PR and social.”

See the rebrand in action here. 

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