Roxo
Almost every soda on the market is built on one of a series of century-old formulas. Some were developed in the Victorian age. Every few years, one or more of these formulas are revived and repackaged with a negligible functional ingredient, then offered as something groundbreaking. The entire pitch is: "Remember this?" Endless nostalgia for a generation that wasn't there.
Gen Z and Gen Alpha aren't impressed. After deep dives into flavor preferences, modern design and color trends, marketing channels, and extensive AI pressure testing, every decision was shaped by what this audience actually responds to. Honesty, visual confidence, and genuine novelty. Not borrowed aesthetics. Black cans. One electric accent color. No pastels, no soft gradients, no borrowed cues from the functional soda shelf.
Roxo is something entirely new. And honestly anti-marketed. Formulations are developed outside the industry-standard flavor houses that repeat formulas. Roxo uses naturally sourced flavor compounds and real cane sugar. Because this is soda, for this age.
A brand that rejects nostalgia, for a generation that knows over-marketing when they see it, built on honesty about what it is. That is the way forward for a global CSD market that has space for growth.
Product Photography
Product shots generated in Figma Weave. Studio lighting, dramatic environments, full design system control. The cost of a traditional shoot reduced to zero. Output ready for paid social, organic, and e-commerce.
Brand Voice Guidelines
A complete brand voice document, written first for the people who use it. Personality traits, writing rules, vocabulary, channel-by-channel guidance, and worked examples. Any writer can pick it up and produce on-brand copy. What makes it different is a second layer built into the same document: the rules are structured so an AI can read them directly and work as a writing assistant, drafting first passes or checking finished copy against the voice. The human stays in control. The document just makes the standard easier to hold, whether a person is writing or directing a tool to help. Consistency becomes a property of the document rather than the writer.
DTC Storefront
A custom Shopify build. Year one, DTC only. The site exists to do one thing: sell.
Every section is a conversion surface. The hero opens with dual Add to Cart (4-pack and 12-pack). A trust strip at the buy moment, not buried below the fold. Subscribe & Save folded into the 12-pack card at peak buying intent. Honest savings math: dollars, not percentages. A 4-pack with a 30-day taste guarantee for skeptics. Sticky desktop ATC. Real mobile cart drawer. The page architecture is engineered, not styled.
The voice is the commerce engine. Roxo refuses the wellness claim, the founder story, and the join-our-community playbook the category has overworked into beige. The manifesto section reads “We tried writing a manifesto. We failed.” The flavor section refuses to describe the flavor and lists what the others taste like instead. Cola: a brown sugar mystery. Cream Soda: vanilla pretending to be a soda. Grape: fake grape.
The design system (monochrome base, Electric Purple accent, Neographik display, Inter utility) extends from the storefront to product pages, paid social, and future SKU-level color theming. Procedural SVG displacement generates ownable brand motion without the page-weight cost of video. Creative direction, UX, brand system, and site copy. Built on Shopify custom theme, Liquid, Klaviyo, and WebP assets.
