A return to Earth.

Project Details

Rüt Rituals is a clean beauty and body care brand rooted in a deep reverence for root-derived botanicals, ancestral wisdom, and Earth’s innate healing systems. Inspired by holistic traditions and the healing power of plants, every brand touchpoint evokes freshness, groundedness, and bliss.

Rüt was envisioned as both a future brand and a living idea. Its visual identity was inspired by an unexpected source: a vibrant IKEA blanket draped across my couch, an everyday object rich with color and comfort. That sense of lived-in beauty became a guiding principle: ritual can be joyful, tactile, and deeply human.

In a market oversaturated with vague “natural” claims, Rüt’s intention is unmistakable. This is a brand guided by Earth-born wisdom, intergenerational care, and a respect for ingredients in their whole, unaltered form.

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The name Rüt reflects this philosophy—rooted in nature, ritual, and renewal. The art direction romanticizes high-quality, plant-forward ingredients while embracing ease, color, and playful living. Together, the identity creates a sensory experience that feels fresh, even through a screen.