Where: Landor & Fitch

When: November 2021

When developing the naming and branding for Ryde, the goal was to come up with something functional, self-aware and human.

I was part of the copy team responsible for finding the name and defining the brand’s verbal identity, steering clear of aspirational fluff to lean into a punchy, no-nonsense voice.

We landed on the name Ryde because it’s all about momentum – getting through the day, staying sharp or simply riding out the stress.

My work involved bridging the gap between neuroscience and the chaos of modern life, from naming the proprietary ‘Ryplenish’ ingredient stacks to carving out the distinct personalities for the Energize, Focus and Relax shots.

By pairing high-performance science with a cheeky, grounded tone, we positioned Ryde as a brand that doesn't take itself too seriously but delivers exactly what it says on the bottle.