Crave Brand Guide

CRAVE exists to elevate pleasure with artful design, beauty, and bold self-expression.

Every CRAVE touchpoint is an opportunity to invite curiosity, spark conversation, and dismantle outdated taboos—through thoughtful design, technology, and unapologetic beauty. This identity guide is your invitation to embody the CRAVE ethos. Inside, you’ll find our principles for visual storytelling, voice, and experience—crafted to ensure every expression of our brand feels as intentional and empowering as the products we create.

Learn more about our story

How We Look

A visual language that is bold, refined, and evocative.

Look & Feel

• Editorial - Elevated aesthetics like that of fashion publications

• Understated - Sexiness but not in-your-face

• Design-Centric - Clear typography, legibility, and layout

• Timeless - Not fad-driven, neutral palette (black, white..)

• Diverse - Show people from all walks of life

• Genuine - Not overly made-up or photoshopped

Our visual aesthetic is timeless, clean yet emotive—designed to spark curiosity, celebrate agency, and make pleasure feel respectful and beautiful.

Every detail is an extension of our values: beauty, agency, and self-expression. From the way our products are worn to how our brand shows up in the world, we invite people to see pleasure as a natural part of personal style and inspired living.

How We Sound

A voice that is thoughtful, kind, and elevated.

Tone & Voice

• Thoughtful: Direct - we talk to people not over them in a clear way

• Kind: Warm & approachable - but not overly eager, bubbly, too slang or mean

• Elevated: Cool but not unapproachable. We have a sense of humor, but we are not crass

We speak with kindness and intention —never flippant, clinical, or judgemental.

Our voice is refined yet inviting—balancing sophistication with warmth. We make sure our customers feel heard and respected. We speak to our customers with confidence, clarity, and care.