Alex & Steve Michaelsen, two brothers and former college athletes noticed a gap within the overall hydration category. With most hydration brands focusing on the athletic space, they wanted to launch a brand that would go beyond this and serve the modern-day creators. Utilizing adaptogens, minerals & nootropics Leisure’s unique hydrating blend would aim to provide a sense of holistic refreshment that would inspire creators to be at their mental best.

From the ground up the brand was developed to provoke curiosity & exude a calming sensation. The logotype and principal typography promote a relaxing sensation without resorting to “blanding”. Through the utilization of a portal, a refreshingly lush oasis of illustrations is revealed that fuses flavor, function, & fantasy. The space invites the discovery of a new refreshing era. The characters were developed to help imbue the brand with the lifestyle component as well as act as personifications of each flavor. Furthermore, knowing the brand was seeking to create a series of NFTs, the hero characters would act as a launch pad for the development of the Web3 assets.

Upon launch, Leisure was met with tremendous success. The NFTs and associated Hydration Club provided the brand with an immediate community of interested consumers. They also gained media attention from websites like the Dieline, ThingTesting, BevNet, CPGD, and more. Leisure quickly expanded beyond D2C and is in the top five beverages, flying off shelves in Erewhon, Bristol Farms, Gelsons, and dozens of top retail chains throughout California. At the close of year 1 in business, the brand is on a $1M run rate and signed the largest DSD beverage house in SoCal, Los Angeles Distributing, with an equity investment to truly partner up and scale the brand.