Food & drink

PULP

Four flavours, four colours, and a page that hands itself over to whichever one you are reading. The restraint is everywhere else: one grotesk, one weight of rule, and nothing on the page that is not a bottle or a sentence.

Category: Food & drink
Year: 2026
Scope: 5 workstreams

Scope

Brand identity
Packaging art direction
Website
Product pages
Order flow

Built with

Next.js
TypeScript
Tailwind CSS
Vercel
Resend

The brief

PULP came to us with a product and a name and very little else. Four cold-pressed juices, sold direct, with the fruit doing the arguing. The risk in a brand like this is obvious: four loud colours, used badly, reads as a children's brand rather than as something you would pay a premium for.

The decision that shaped everything: PULP has no single house colour. Each juice owns a flat field, and any page about that juice is printed on it. The identity is not the colour, it is the discipline around the colour.

Approach

Four decisions the whole project rests on.

01
One colour at a time
Every hex was sampled from the fruit itself rather than picked beside it, then held to a contrast floor so the type on it never drops below 4.5:1. A field is something type sits on; it is never the type.
02
Bottles as cut-outs, not crops
The product photography is keyed off its studio ground so a bottle can be laid on any of the four colours at any size, rather than boxed into a frame that fights the field behind it.
03
A page per juice
Each flavour has its own route with its own ground, its own pattern and its own story, so the range reads as four products rather than as one product in four wrappers.
04
An order form that is honest
A short form, server-side validation, and a real confirmation email. No cart, no accounts, no checkout theatre for a business selling four things.

Art direction

The imagery the brand was built on.

Every frame here was produced for this project, and the colour on this page comes out of these, not the other way round.

Outcome

Where it landed.

The result is a site that changes completely between routes without ever changing typeface, spacing or rhythm, which is what makes four unrelated colours read as one brand.

The order flow ships as a server action with email confirmation, so the whole thing runs on static hosting with no backend to maintain.