Mix N’ Irie Hard Seltzer

Setting the Stage

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.

Charting a New Course

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 Brand in Motion

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.

Designing Flavor You Can Feel

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.

From Idea to Shelf

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.

A Brand Built to Last

Mix N' Irie wasn’t designed for a moment. It was designed for a movement.

Real flavor. Real culture. Real connection.

Surf. Sip. Make Waves.