Background
Rubicon RAW is part of the soft drinks range, produced by A.G. Barr. The brand had a digital presence through an existing website, though it was complicated to administer and user experience was negatively affected by slow page load speeds. NB was commissioned to redevelop the site, revitalising its appearance and boosting performance, while adding interactive elements and ecommerce capability.
Challenge
A core part of the design brief was to create a sense of energy and improve user experience. The Rubicon RAW brand is driven by its youthful and energetic identity, meaning the site had to appeal to an adventurous and fun-seeking audience. However, it was important to optimise website performance while remaining vibrant. Although the Rubicon RAW Energy website required its own identity, it uses the same theme as other A.G. Barr brands to simplify maintenance of websites across the full range.
Solution
To embrace the energy of Rubicon RAW the home page and some internal pages include video banners, bringing the site to life. Bold brand colours are used throughout and creative design elements are coded into the theme, incorporating aspects of the branding across the website. Examples include rip effect edges on images, different background gradients on product pages, and a countdown timer on the Rubicon RAW x Boardmasters page. The Shopify site is ecommerce ready and new interactive elements including email signups and competition forms are implemented, using the Klaviyo platform to collect first party data.