Avec is an NYC-based all-natural mixer with five unique flavors. The web experience features dynamic product templates with 3D modeled scenes that immerse the user in the worlds of each flavor.
Elevating the Mixing Experience
AVEC features 5 flavors with ingredients sourced from around the world. The idea behind each product page is to capture the uniquely crafted flavors by creating a world for each that would immerse the user in the flavor profiles and highlight the natural ingredients. Each of these five worlds are accessed from the collection page through portal-like images that feel as though you’re being transported from world to world.
Dynamic elements take away the predictability of an eCommerce website, thus making it more interesting to explore. While the structure of the eCommerce experience may be familiar in terms of the user flow and site map, things like responsive product templates encourage the user to spend time exploring the collection. These elements also aid in telling the story of the brand in ways that static imagery cannot.
The main hero animation starts with a scene of a cutting board surrounded by what would typically be the expected tools and ingredients needed to create a high-quality mixed drink. Upon scrolling, these ingredients and tools slowly fade into a monochromatic background and the Avec can is brought to the foreground communicating a simplified shift from that to this.
By creating and presenting a separate world for each of the flavors, the user is initially drawn into their environment. In order for the animation to most clearly communicate its messaging, we chose to use one flavor at a time. To add a layer of dynamism and ensure all flavors were treated equally, we cycle the featured flavor each time a user sees the home page.
Arched windows lead to each flavor's world. Jalapeño & Blood Orange sits on a surreal landscape surrounded by dreamy curtains and clouded by fog. The flavor is paired with a spirit pouring from a crystal decanter with a bright purple cutting board complementing the green of the can.
The AVEC identity takes inspiration from the Roaring '20s. Grapefruit & Pomelo most closely reflects this inspiration. The scene is set with a string of pearls, a chandelier, and masquerade with a subtle gold backdrop that allows for the pink of the rich ingredients to stand out.