Royco website update
Agency: Arc SA
Creative Director: Kathryn McKay
Copywriter: Lianne Mazzullo
With Royco’s updated brand positioning and CI, the brand is dismantling the expectations we have of daily, inventive, picture-perfect meals and promoting a new kind of food experience: a perfectly, imperfect one.
The website was requested to tie in with this idea and the execution was to visually bring to life and re-imagine what dinner time means and what it looks like. By looking at all the ownable visual assets and elements, a design language was created that makes Royco recognisable, feels refreshed and continues to be a great, proudly South African product.
The Royco Red becomes the hero and instantly recognisable – combined with the chevron and updated logo.
The home page of the website makes use of a the bootstrap grid layout which enables maximum responsiveness across all screens. This is an important design consideration since a brand’s online presence needs to be device agnostic. The home page has various important content sections that makes it easy for the brand to consider future updates and partnerships.
The primary font NEXA RUST SANS is used for headlines. The secondary font MYRIAD PRO is used for subheads and body copy. This enforces a strong brand identity in line with the main brand identity.
I used Font Awesome for all icons. It is a standardised free icon font with over 1000 icons. It’s based on CSS and LESS technologies, so it’s retina ready, easy to style, well supported by all modern browsers and all the icons are included in one font file which is great for speed and performance.
Buttons are made up using a combination of a rectangular holding shape for the call to action, with uniform inside padding on all sides, and a square to the right, with a centred icon. This lockup should be used on all digital applications and elements with the website setting the trend. Button colours can vary depending on the background colour they are used on.