Flexing Natty Wine in a $1500 Mini-Fridge
Inside the creative direction behind the new Rocco Smart Fridge
Are you in the market for a chic $1500 mini fridge? If so, Rocco has you covered. I’m going to break down some of the branding choices they’ve made to position their product.
No Food Allowed
The Rocco Smart fridge is a perfect example of a product existing at the intersection of design and technology.
It allows you to see every item in your fridge from your phone.
The caveat being that the fridge is specifically made for drinks: which honestly your fridge should really only have beverages in it anyway. No food.
My list would be simple: 100 Pure LaCroix’s, Chameleon Cold Brew, and Celsius (I’ve picked up a bad afternoon Celsius habit)
I am not sure how the technology behind this works, but they easily could have leaned into this too heavy and branded it as any other boring smart fridge you can watch Netflix on. Instead, they designed this fridge really well. It stands at a similar height to most small tables, and features a nice frosted glass with clean lines, allowing you to subtly see what’s inside.
Art Direction
They’ve done a great job on the art direction of the photos and website, showing the fridge in a lived in space and presenting it amongst other unique furniture and beverage ephemera like the Campari bottle and martinis.
When introducing an iterative product, in this case a new twist on a fridge, its important to convey how the product will potentially look in the buyers space.
The photography, by Christina Stoever, perfectly shows how the Rocco fridge would look in a chic apartment, and helps paint a picture for customers of how this fridge will elevate their space.
Plus its shot on film, which is a nice touch.
The website is also nicely laid out, and features some fun copy as well positioning Rocco as a playful, tasteful brand, perfectly targeting their ideal consumer.
In Summary
Their art direction positions Rocco as a fridge that is not for chefs, or tech bros, its for people who shop at Coming Soon and have a Togo or Eames chair (or aspire to)… and would drop $1500 on a mini fridge.
I think the biggest lowkey feature is being able to show your date what your natural wine selection is looking like directly from your phone.
What do you think of the Rocco mini fridge? Is it worth $1500?
About Me
Jake Bell is a content marketing strategist based in NYC. He specializes in branding, art direction, creative strategy, content creation, and making things cool.
To get in touch visit www.jb.studio
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