RAYHAWK DEPLOYS STRATEGIC BRANDING SYSTEM FOR CRAVEFOODS AND GIVES CRAVEFOODS.COM A MAJOR FACELIFT

DATELINE: Santa Monica, California – November 15, 2001
CONTACT NAME: H. Haque, Director of Production
URL: www.cravefoods.com

Santa Monica, California – November 15, 2001 - Rayhawk Corporation (RAYHAWK.COM) has completed the redesign of cravefoods.com. Since the site’s original launch over a year ago, Crave Enterprises (Crave, CraveFoods) has grown into exciting new arenas that were not reflected by the old site. Accordingly, Rayhawk and Crave Enterprises entered into an agreement in October to revitalize cravefoods.com and establish Crave’s branding strategy.

As Crave’s brand management firm, Rayhawk licensed the company a comprehensive branding system including corporate identity, product nomenclature, and online presence. Rayhawk’s first goal was to establish a strong icon for CraveFoods. After several rounds of feedback and refinement, Rayhawk deployed a logo known internally as the “spoon!” icon.

I am very excited about CraveFood’s new identity, it is a solid icon that can anchor all of Crave’s marketing efforts as the company continues to grow into a much larger entity,” says Han Haque, Rayhawk’s leading brand expert and the Director of Production, “the spoon icon works on several levels, it is most obviously an object used to consume food, the bite mark in the spoon represents a product so addictive that a person won’t stop until even the utensil is consumed. In applications where the icon needs to be reproduced at a smaller scale, it still reads as an exclamation mark. Lastly the logo is distinctive and memorable, rounding out all the qualities of a powerful brand.”

After establishing CraveFood’s identity, Rayhawk turned its attention to product naming. As a brand building strategy, Rayhawk aligned the first product’s name with the brand and created “CraveRolls.” Finally, in an effort to further strength the product’s retail presence, Rayhawk designed “CraveRolls” typography to have a primal feel to it that would tap into the consumer’s consciousness at a very visceral level.

With all these elements in place, the new cravefoods.com site was brought to life with animated title banners and a global look and feel. To accomplish this Rayhawk’s graphic designers used powerful food photography and juxtaposed these images against the backdrop of captivating locals from across the country.

“Cravefoods.com is a site that not only looks appealing, but also makes you feel warm and excited about the brand,” says Haque, “[the site] has that rare ability to leave visitors with a positive feeling about Crave, even if they don’t read one line of text about the company or its products!”

The new 2001 cravefoods.com requires Internet Explorer 5.0 (or higher) or Netscape 4.0 (or higher) and the Flash (5 or higher) plug-in. Flash can be downloaded from macromedia.com

About Crave Enterprises
Crave Enterprise has one simple goal – to produce, market and distribute the highest quality pre-packaged Halal food possible.

About Rayhawk
In 1999, a team of brand developers, graphic designers, and special effects wizards, joined forces to define the future of marketing. The result is Rayhawk Corp., a privately held company located in Southern California, dedicated to creating state-of-the-art, high impact media.

Today Rayhawk has rapidly grown into a full service branding management house with the capability to deploy print, packaging, commercials, and web campaigns, but the mission remains the same - to create high caliber strategy-driven media and make these resources available to companies that desperately need brand building.