Ripl Efek entered the market with a strong vision and an existing logo but lacked the cohesive identity needed to truly differentiate the brand. Positioned within the eco-friendly laundry care space, —an often overlooked and visually predictable category, the opportunity was clear: create a brand that felt elevated, distinctive, and emotionally engaging. Rather than leaning into expected nature clichés, we crafted a bold visual identity inspired by organic elements and fluidity, giving the brand a sense of movement, depth, and modernity. Our approach redefined Ripl Efek as more than a household product, drawing cues from lifestyle and skincare brands to evoke sophistication and desire. By translating the founders’ expansive ideas into a clear and compelling visual language, the brand began to carry a palpable feeling and one that felt inspiring and attainable. This identity seamlessly extended across packaging and a custom Shopify e-commerce experience, resulting in a cohesive, memorable brand designed to stand apart in a crowded market. Logo design by Letter A