Behind the can: Designing and building Dialed

Dialed’s website was designed to combine an elevated, bold visual identity with interactive e-commerce functionality, using a product carousel whose colours, typography, graphics, and 3D ingredients change for each flavour. Built while the brand, product range, and content were still evolving, the project used a phased approach and a flexible technical foundation to maintain momentum and accommodate changes. The team addressed AI-generated product-image inconsistencies through post-production and prompt experimentation, while WebGL techniques powered animated cans, reactive flying paper, liquid streams, and coffee-spill effects. Technical solutions included Wiggle Bones-based document physics, layered blur rendering for depth, a single renderer shared across two canvases to position WebGL content around DOM elements, noise textures for efficient interactive liquid effects, and shader-generated coffee droplets over the logo. The project emphasizes how coordinated design and engineering decisions helped make the site’s visual ambition feel tactile, responsive, and practical across devices.

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