Loud Mixers is a mocktail brand built for the counterculture: the punk rockers, the misfits, and the DIY diehards. While most non-alcoholic beverages lean toward polished branding and wellness-focused imagery, Loud Mixers rejects that narrative. The strategic objective of this project was to create a brand that doesn’t just exist on a shelf but intervenes in culture, celebrates rebellion, amplifies voices, and provides an alternative to the corporate-driven narratives around sober living.

The challenge was to bring the values of punk (self-expression, honesty, grit, and an anti-corporate stance) into the world of beverages in a way that feels real. The brand needed to be bold, messy, and unapologetic, while still delivering a product that people would proudly reach for. This meant leaning into chaos and noise through design and messaging, and building a brand world that encourages risk-taking and action.

The identity begins with the name: Loud. Not only symbolizing sound, but boldness itself: from petting a shark to wearing neon, the brand calls on people to live loudly, to take risks, and to own their choices.

To live up to its mission of amplifying voices, Loud Mixers embraces disruptive, participatory interventions. Weekly “dares of the week” on social media invite people to challenge themselves in small but defiant ways. Monthly battle of the bands events, hosted at secret locations, turn the brand into a stage for emerging punk and DIY musicians. These initiatives move the brand away from passive consumption and instead create a culture of engagement, proving that Loud Mixers is as much a community as it is a product.

Visually, the design system rejects the clean, minimalist aesthetics that dominate the beverage industry. Instead, it takes cues from zine culture, skateboarding, rebellion, and underground music scenes. The identity embraces collage, cut-and-paste layouts, imperfect type, grainy photography, and chaotic compositions. The result is a raw, DIY visual energy that feels lived-in rather than manufactured. This design intervention directly challenges the conventional imagery of wellness-focused, non-alcoholic brands, positioning Loud Mixers as an authentic alternative for those who don’t see themselves reflected in polished marketing campaigns.

Sustainability also plays a role in Loud Mixers’ defiance of corporate norms. The drinks are packaged in refillable glass bottles, reinforcing the brand’s commitment to longevity and reuse. This is not about disposable consumption; it is about creating something that lasts, just as punk culture itself has endured across decades of change.

Punk has always been about rejecting norms, building alternative systems, and creating space for self-expression. Loud Mixers channels that ethos into a new context, redefining what a mocktail brand can be. Through immersive brand experiences, unapologetic design, and meaningful interventions, it creates a world where being loud is not just accepted but celebrated. Drink Loud. Be Loud.