Ricoffy Study Chill Beats
Sometimes the strongest ideas work quietly in the background.
Context
Studying is demanding. Pressure builds quickly and distractions are constant. Ricoffy has long been part of student culture, especially during late nights and exam periods. The insight was simple. Students already use music to regulate focus and energy. Instead of interrupting their routine, the brand could become part of it.
The Idea
Study Chill Beats. A calm, purposeful music experience designed for long study sessions. Ricoffy does not compete for attention. It supports focus in the background, where real work happens.
Radio Campaign
Radio 1
Radio 2
The Tracks
Track 1
Track 2
Track 3
Track 4
Track Credits
Production
Two tracks produced by Mongezi Xhoma.
Co-Production
Two tracks produced by Musa Nhlapo. One track co-produced collaboratively.
Sound Design
The sound was intentionally minimal and steady, designed to sustain concentration rather than distract from it.
My Role
Concept development and creative direction support. Music production and co-production. I also edited and animated the case study myself.
I helped shape how the idea translated from insight into sound, tone and digital expression. The focus throughout was usefulness over visibility.
This was one of the first few projects that allowed me to bring my producer side into work. It was fun and we brought equipment to the office when we were working on this concept with Musa Nhlapo.