Rip It
The Internet's Souped-Up Camry
Research, Digital Strat, UX, Visual Design, Development, 3D + 3D Motion, Social Media
We gave Rip It a jolt of energy.
When we partnered with Rip It, we realized it was time to rewrite our branding playbook. Rip It is that guy that shows up to your BBQ in beat up Converse, rips a keg stand, and disappears on a side quest. The brand is a celebration of unapologetic authenticity and taking pleasure in chaos. “Rippers” by nature raise a middle figure to what culture deems “cool” and the standard rules do not apply.
Our first order of business was to absorb the Ripper mentality. A group that includes gamers, construction workers, musicians, cowboys, drivers, skateboarders, and hikers who would scoff at anything cool, trendy, hip, or overly polished.
The digital brand world we created for Rip It has an underlying theme of pleasure in chaos. Their iconic can design and unhinged flavor names informed the visual approach to the website. It’s infused with intense flavor, individuality and fun. Full send, baby!
The digital brand world we created for Rip It has an underlying theme of pleasure in chaos. Their iconic can design and unhinged flavor names informed the visual approach to the website. It’s infused with intense flavor, individuality and fun. Full send, baby!
We reimagined Rip It’s social presence, with the specific goal of re-engaging 18-24 year old males on the brand’s channels.
Tapping into an unpretentious, “we don’t give a rip” mindset, we celebrated unapologetic authenticity. We gave a middle finger to everything that’s “cool” through a deep-fried meme strategy that was widely sharable with our audience.