Ripl Efek is an earth-positive lifestyle brand redefining everyday care with eco-friendly laundry products that nurture both body and environment. Ripl Efek presented an opportunity to challenge the visual norms of the eco-home and laundry category. The brief focused on creating a bold, unapologetic identity that would resonate with Gen Z and millennials - leaning into authenticity, energy, and a sense of realness over polished perfection.
The brand expression was designed to feel lively and confident, using bold colour, playful composition, and intentionally undone art direction to introduce character and movement. A system of graphic shapes inspired by ripples became a core storytelling device - used across packaging, digital, and brand touchpoints to create rhythm, repetition, and recognisability. Subtle retro references were layered in to add warmth and nostalgia, while still keeping the brand contemporary.
The outcome is a distinctive and expressive visual system that feels authentic, modern, and disruptive - bringing the Ripl Efek brand to life through colour, form, and story rather than convention.
