Ritual
Visual Identity
Digital Presence
Art Direction
Ritual
Visual Identity
Digital Presence
Art Direction
Ritual
Visual Identity
Digital Presence
Art Direction
Introduction
Ritual, the brand that made transparency a product feature, had an opportunity to expand beyond its founding audience without compromising the standards that made it trustworthy in the first place.
The work here spans brand extension strategy, visual identity development for a new SKU, and launch experience design for a DTC vitamin brand stepping into new territory with the same conviction it started with.
The Mailer
Ritual built its reputation on a simple, radical idea: supplements should work, and you should be able to trace exactly why. The Essential for Men launch mailer had to carry that same standard into new territory, reaching an audience that had never thought much about a daily vitamin, let alone a traceable one.
"The Talk" was the answer. A mailer designed as a lighthearted but genuinely useful guide to starting a health conversation with someone who tends to avoid them. The concept reframed the product as something worth sharing, turning Ritual's existing subscriber base into a natural point of introduction.
Conclusion
The visual identity extension kept the brand's signature clarity and wit intact while introducing a perspective shift and type treatments distinctive enough to signal something new without abandoning what made Ritual recognizable. Science-forward. Skeptic-friendly. Unmistakably Ritual.
The launch drove meaningful bundling activity among existing subscribers, validating both the extension strategy and the brand's capacity to grow beyond its founding audience without compromising what it stands for.
Conclusion
The visual identity extension kept the brand's signature clarity and wit intact while introducing a perspective shift and type treatments distinctive enough to signal something new without abandoning what made Ritual recognizable. Science-forward. Skeptic-friendly. Unmistakably Ritual.
The launch drove meaningful bundling activity among existing subscribers, validating both the extension strategy and the brand's capacity to grow beyond its founding audience without compromising what it stands for.
[Case Studies]
The Mailer
Ritual built its reputation on a simple, radical idea: supplements should work, and you should be able to trace exactly why. The Essential for Men launch mailer had to carry that same standard into new territory, reaching an audience that had never thought much about a daily vitamin, let alone a traceable one.
"The Talk" was the answer. A mailer designed as a lighthearted but genuinely useful guide to starting a health conversation with someone who tends to avoid them. The concept reframed the product as something worth sharing, turning Ritual's existing subscriber base into a natural point of introduction.
Conclusion
The visual identity extension kept the brand's signature clarity and wit intact while introducing a perspective shift and type treatments distinctive enough to signal something new without abandoning what made Ritual recognizable. Science-forward. Skeptic-friendly. Unmistakably Ritual.
The launch drove meaningful bundling activity among existing subscribers, validating both the extension strategy and the brand's capacity to grow beyond its founding audience without compromising what it stands for.
[Case Studies]
The Mailer
Ritual built its reputation on a simple, radical idea: supplements should work, and you should be able to trace exactly why. The Essential for Men launch mailer had to carry that same standard into new territory, reaching an audience that had never thought much about a daily vitamin, let alone a traceable one.
"The Talk" was the answer. A mailer designed as a lighthearted but genuinely useful guide to starting a health conversation with someone who tends to avoid them. The concept reframed the product as something worth sharing, turning Ritual's existing subscriber base into a natural point of introduction.
cul de sac
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
cul de sac
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
cul de sac
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
PrettyLitter
Integrated Campaigns
Strategic Positioning
Visual Identity
Digital Presence
Art Direction
Ethical Frameworks
PrettyLitter
Visual Identity
Strategic Positioning
Digital Presence
Art Direction
Integrated Campaigns
Ethical Frameworks
PrettyLitter
Visual Identity
Strategic Positioning
Digital Presence
Art Direction
Integrated Campaigns
Ethical Frameworks
tinygarden
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
tinygarden
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
tinygarden
Visual Identity
Strategic Positioning
Naming and Architecture
Art Direction
Ethical Frameworks
Cubicle™ designs [humane brands for inhumane times]
Independent by choice.
Ethical by design.
© 2026 Cubicle™
Legal
Cubicle™ designs [humane brands for inhumane times]
Independent by choice.
Ethical by design.
© 2026 Cubicle™
Cubicle™ designs [humane brands for inhumane times]
Independent by choice.
Ethical by design.
© 2026 Cubicle™
Introduction
Ritual, the brand that made transparency a product feature, had an opportunity to expand beyond its founding audience without compromising the standards that made it trustworthy in the first place.
The work here spans brand extension strategy, visual identity development for a new SKU, and launch experience design for a DTC vitamin brand stepping into new territory with the same conviction it started with.
Introduction
Ritual, the brand that made transparency a product feature, had an opportunity to expand beyond its founding audience without compromising the standards that made it trustworthy in the first place.
The work here spans brand extension strategy, visual identity development for a new SKU, and launch experience design for a DTC vitamin brand stepping into new territory with the same conviction it started with.
Introduction
Ritual, the brand that made transparency a product feature, had an opportunity to expand beyond its founding audience without compromising the standards that made it trustworthy in the first place.
The work here spans brand extension strategy, visual identity development for a new SKU, and launch experience design for a DTC vitamin brand stepping into new territory with the same conviction it started with.