
- Beverage
- Beer
A bold new seltzer, rooted in the ocean, surf, and real flavor
A values-driven brand inspired by surf culture, chef-quality taste, and a deep love for the ocean.
Mix N' Irie wasn’t created to follow the beverage industry's trends—it was built to break them. Founder Nick Groshell, a chef and lifelong surfer, envisioned a brand that captured the freedom of the ocean, the purity of real ingredients, and the energy of a culture that lives beyond the beach.
He wasn’t just launching a drink. He was building a lifestyle.
At the core of the Mix N' Irie brand is a feeling—a sense of 'irie': peace, positivity, and harmony. Our strategy centered on creating more than a product identity; it was about building a magnetic pull toward a way of living.
Real juice. Clean flavor. Respect for the ocean.
We positioned Mix N' Irie as the antithesis of mass-market seltzers: soulful, authentic, and deeply rooted in its environment.
The Mix N' Irie identity system was crafted to move easily—across cans, merchandise, events, and community storytelling.
Organic textures. Laid-back typography. Markings that feel hand-worn and sun-faded, like your favorite board or beach hoodie.
Each flavor in the initial lineup became its own chapter: bright colors, bold taste, and a direct invitation to the surf.
Rather than shouting, the packaging beams with clarity. Rather than imitating, it embodies.
Bringing Mix N' Irie to market meant navigating not just the creative, but the technical: TTB compliance, production proofing, and vendor alignment.
Every dieline. Every flavor callout. Every step aligned with the brand's larger mission.
Launched in April 2025, Mix N' Irie now lives in surf shops, beach bars, and wherever summer never really ends.
Mix N' Irie wasn’t designed for a moment. It was designed for a movement.
Real flavor. Real culture. Real connection.
100% - You nailed it. The more I look at it, the more I like it. —Nick Groshell, Founder, Mix N' Irie
Looking to launch something bold, values-driven, and unforgettable?
Book a free 15-minute fit call to see if now is the right time for you to take the next step.
If you enjoyed reading about Elbongurk: Crafting a Bold Brand for Mix N' Irie Hard Seltzer, check out our work with these other brands as well.