Rubicon RAW

A dynamic and lively new website for the new Rubicon RAW energy drink brand

Project Overview

Rubicon RAW needed a high-performing website to represent the brand's vibrancy, while also optimising performance. Key elements of the project were improving page responsiveness and user-experience, and enabling new functionality for competitions, data collection and ecommerce. Brand specific designs were applied to give the site a fun and energetic appearance. Optimisation ensures the site performs well, engages users, and delivers meaningful benefits to Rubicon RAW.

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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.

1

Dynamic homepage

The homepage adopts the Rubicon Raw Energy brand fonts and colours to good effect. A video banner, animated images and gradient effect background are used to make the page even more dynamic.
2

Email signups and competition forms

Email signup forms are prominent throughout the site, encouraging more visitors to subscribe to updates, and competition forms can be easily added tusing the Klaviyo platform to gather valuable first party data.
3

High impact banners

To capture the vibrancy of the Rubicon Raw Energy brand, video banners are included on the homepage and Rawsome ambassador pages. This brings life and movement to the pages and makes them more eye-catching.
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