Asphalt
#17191BBase ink
RIPS / LIVING BRAND KIT
Rips, not are-why-pee-zee.
THE LIVING
BRAND KIT.
The shared source for every RYPZ mark, color, type decision, photograph, package, garment, and future storefront surface.
Working standard / updated August 28, 2026The act becomes the identity.
TEAR.
POUR.
MOVE.
RYPZ turns the physical act of tearing something open into a complete visual language.
Real Venice daylight. Moving bodies. Worn concrete. Technical materials. Saturated color that refuses to sit still.
- Name
- RYPZ
- Pronunciation
- Rips
- Core line
- Rip open. Keep moving.
- Voice
- Direct, kinetic, useful
RYPZ
SOLID TYPE.
TORN THROUGH.
The protected wordmark is solid, uppercase, condensed sans serif with subtle movement between letters. One irregular tear cuts through the middle of the letterforms. It is never a neat rainbow underline. On complex patterns, use the clean one-color mark.
Clear spaceOne R-stem on every side
Minimum width72 px digital
Sun, asphalt, five flavors.
COLOR
WITHOUT QUIET.
Sun Paper
#F5F0E5Base ground
Blue Line
#248AE2Ocean signal
Strawberry Swell
#FF6C62Primary accent
Citrus Kick
#FF9238Citrus signal
Lime Break
#C9EC3FActive highlight
Grape Afterglow
#7154DFNight signal
Breakwater Cyan
#5ED5DFData highlight
Display / Barlow Condensed 800RIP OPEN.
KEEP MOVING.
KEEP MOVING.
Body / DM Sans
Short, concrete copy gives the color and photography room to move.
Utility / Space Grotesk500 MG SODIUM
200 MG POTASSIUM
50 MG MAGNESIUM
200 MG POTASSIUM
50 MG MAGNESIUM
Human note / Permanent MarkerBuilt to rip.
The new lead product direction.
ONE BAG.
FIVE SIGNALS.
The asphalt field bag is the anchor. Worn contour lines connect the product to endurance terrain; rough flavor rips carry color while the wordmark and metric hierarchy stay controlled.
500mg sodium
200mg potassium
50mg magnesium
0g sugar
1g carbs
One real-looking frame.
IMAGE
DISCIPLINE.
Do
Use real daylight, varied pattern families, believable materials, correct product scale, and brand art that follows folds and perspective.
Never
Never paste logos over photos, assemble product collages, fake claims, copy competitor systems, or mix RYPZ with YoBe assets.
A standard that keeps moving.
USE IT.
UPDATE IT.
The markdown source lives at project-context/BRAND_KIT.md. Update the source and this page together whenever the identity evolves.