A digital experience for RYE, a concept store and bakery opening soon in NYC. Developed by Austria’s Martin Auer bakery, RYE brings a modern perspective to traditional Austrian rye bread. The website introduces the brand through immersive storytelling, spotlighting its signature rye bread and a curated selection of Austrian-made goods. Designed to reflect the in-store experience, the online shop balances visual clarity with warmth and craft. The brand’s minimal, elevated aesthetic is translated into a seamless and considered user experience.