3d house icon 3d computer icon 3d world icon

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.

Web Design
Development
3D
Identity
Packaging

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.

Web design for 3D render or functional beverage
Web design for 2D and 3D icons of beverage ingredients
Web design of individual flavors carousel
Theme-based home sections telling the story of Rù
Theme-based home storytelling experience
Mobile web design of social media carousel
Desktop web design of social media carousel
Carousel postcard aesthetic mirroring brand tagline

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.

Product page theme with scroll-based interactions
Thai tea product page web design with 3D render
Chrysanthemum tea product page web design with 3D render
Lychee tea product page web design with 3D render
Product page themes based on packaging
Web design for interactive educational product section
Mobile responsive design for interactive educational product section
Educational entryways telling the story of the primary ingredients
Interactive web design for product nutrition section of Lychee Tea
Interactive web design for product nutrition section of Chrysanthemum Tea
Interactive web design for product nutrition section of Thai Tea
Functional benefits with scroll interactions

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.

Logo design in Thai theme for asian beverage Ru
Logo design in Lychee theme for asian beverage Ru
Logo design in Chrysanthemum theme for asian beverage Ru
Logo in each flavor’s theme
Brand identity guidelines color palette
Brand guide color palette and uses
Brand identity tagline surrounded by 3D rendered ingredients
Brand tagline
Brand identity values layout design
Brand values with core messaging
brand identity guidelines with list of voice terms
Brand voice exploration
Brand identity guidelines messaging pillars
Brand pillar exploration

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.

Packaging label designs showing various tests
A select few tests from the 260+ packaging explorations
Packaging design for chrysanthemum tea
3D can render of packaging design for chrysanthemum tea
Final Chrysanthemum Tea with Ginger packaging design
3D can render of packaging design for lychee tea
Packaging design for chrysanthemum tea
Final Lychee Green Tea packaging design
Packaging design for thai tea
3D can render of packaging design for thai tea
Final Thai Tea with Mint & Lime packaging design

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