Rù is a functional beverage with a contemporary, health-conscious take on traditional Asian drinks. Each element of the brand is aimed to communicate this updated approach in a way that stays true to the authenticity of its traditional roots.
Rù means ‘to enter’ in Chinese. The digital and physical identity is built upon the idea that Rù is a way to explore each culture through their foods and beverages. The experience of the homepage storytelling begins with an entryway that frames three flavors. Scrolling animates the user through the entryway and into the world of Rù. Each section is assigned a theme that corresponds to a flavor. The gradual change of themes while scrolling encourages the user to travel through the entire experience. CTA’s and quick-add opportunities are placed throughout each section to drive conversion.
Each flavor’s product description page is assigned its corresponding theme with sections aiming to educate the user on that drink’s traditional roots. From small details like the flavor’s translation, to entire sections devoted to telling the story of the flavor’s primary ingredient, the goal is that the user feels as though they are able to look inside the different cultures that Rù represents within each page.
The Rù brand puts health, education and tradition at the forefront. The palette is inspired by the rich colors of its traditional ingredients paired with lighter, neutral tones to aesthetically accentuate that it is an all-natural alternative. We chose Cako typeface for its highly ornamental features to be used as titling and large format text, while the geometric form of the Galette typeface compliments Cako's ornamentation.
Each can’s entryway punches through and disrupts the minimal, type-based layout of the flavor's textual information, implying that the can is an entryway into its respective culture. The punch allows the cans to stand out on the shelf with their bold shapes, while still portraying a clean, healthy initiative from the structure of the information and the balance of color. Offsetting the punch promotes turning the can and revealing the rest of the content. Throughout the initial design exploration phase, we tested over 260 variations of the layout to find the right equilibrium.
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