Loud Mixers
Description
Loud Mixers is a mocktail brand made for the counterculture: the punk rockers, misfits, and DIY diehards. It lives the punk culture. Based in East Vancouver, Loud Mixers embraces bold actions through rich flavours, refillable glass bottles, and an anti-corporate attitude that prioritizes sustainability and self-expression. This brand isn’t just about what you drink, it’s about how you live and defying norms.
Project Type
Student Work
Category
Branding + Packaging
Loud Mixers
Description
Introducing the 'Fisher-Thief,' a collectible vinyl toy exclusively available at Hell’s Gate Airtram. Known for terrorizing the waters and stealing every last salmon, the Fisher-Thief is a menacing figure you’ll want to keep as away from Hell’s Gate as possible!
Project Type
Hell's Gate Airtram
Category
2024
Identity & concept development
Loud Mixers started with an exploration of punk’s many subcultures and the ways rebellion manifests through music, fashion, and attitude. Early name contenders reflected different facets of punk culture from the nonsensical and nonconformity to the anti-authoritarian.
However, Loud ultimately captured the essence of the brand. It’s short, impactful, and universally understood. Loud isn’t just about volume, it’s about presence. It’s about taking up space unapologetically.
Identity & concept development
Loud Mixers started with an exploration of punk’s many subcultures and the ways rebellion manifests through music, fashion, and attitude. Early name contenders reflected different facets of punk culture:
However, Loud ultimately captured the essence of the brand. It’s short, impactful, and universally understood.
To refine this idea, I explored what “loud” means beyond sound: jackhammers, bass vibrations, balloon pops… maybe even a screaming baboon. But the brand needed to go beyond noise, it needed to embody boldness, energy, and fearless action.
That’s where the Loud Identity was born. It’s about being bold enough to pet a shark, wear neon, or crash a party. It’s about celebrating the people who turn up the volume in life. Drink loud. Be loud.
To refine this idea, I explored what “loud” means beyond sound: jackhammers, bass vibrations, balloon pops… maybe even a screaming baboon. But the brand needed to go beyond noise, it needed to embody boldness, energy, and fearless action.
That’s where the Loud Identity was born. It’s about being bold enough to pet a shark, wear neon, or crash a party. It’s about celebrating the people who turn up the volume in life. Drink loud. Be loud.
PACKAGING
Punk has always been about defying norms, and the visual language of Loud Mixers reflects that spirit. Instead of polished, corporate aesthetics, the brand embraces raw, DIY design through:
Collage & Cut-and-Paste Aesthetics – Inspired by punk zines, protest posters, and gig flyers.
Hand-Drawn Type & Imperfect Lettering – Emphasizing the brand’s human, unfiltered nature.
Grainy, Noisy Photography & Chaotic Composition – Reflecting the unpolished, spontaneous energy of punk.
PACKAGING
Punk has always been about defying norms, and the visual language of Loud Mixers reflects that spirit. Instead of polished, corporate aesthetics, the brand embraces raw, DIY design through:
Collage & Cut-and-Paste Aesthetics – Inspired by punk zines, protest posters, and gig flyers.
Hand-Drawn Type & Imperfect Lettering – Emphasizing the brand’s human, unfiltered nature.
Grainy, Noisy Photography & Chaotic Composition – Reflecting the unpolished, spontaneous energy of punk.
Each soda is named after a bold action, reinforcing the rebellious ethos: Party Crashing, Public Proposal, Stage Diving. The inclusion of a reusable cup and refillable glass bottle aligns with the anti-corporate, waste-conscious values of the community Loud Mixers serves.
Each soda is named after a bold action, reinforcing the rebellious ethos: Party Crashing, Public Proposal, Stage Diving. The inclusion of a reusable cup and refillable glass bottle aligns with the anti-corporate, waste-conscious values of the community Loud Mixers serves.
IMMERSION & CULTURE
Punk is a mindset, spanning skate culture, underground art, zines, DIY ethics, and direct action. This audience doesn’t just consume, they participate. They push boundaries, experiment, and embrace the unconventional. Loud Mixers ensures that they create opportunities for community within punk settings.
IMMERSION & CULTURE
Punk is a mindset, spanning skate culture, underground art, zines, DIY ethics, and direct action. This audience doesn’t just consume, they participate. They push boundaries, experiment, and embrace the unconventional. Loud Mixers ensures that they create opportunities for community within punk settings.
From “dares of the week” on social media, holding a battle of the bands every month at a secret location, and having a Loud Hotline to scream their flavour recommendations at you, Loud mixers is the opposite of subtle and calm and exists to amplify voices.
From “dares of the week” on social media, holding a battle of the bands every month at a secret location, and having a Loud Hotline to scream their flavour recommendations at you, Loud mixers is the opposite of subtle and calm and exists to amplify voices.
takeaways
Loud Mixers is a case study in branding that refuses to blend in. Every decision, from the name to the visual identity to the activations, is rooted in a deep understanding of punk’s culture and values. The process was driven by research, immersion, and iterative experimentation to create something that doesn’t just sell a drink, it starts a movement.
This isn’t just another soda brand. It’s a loud one.
CHALLENGE
The challenge of Loud Mixers is bringing the world of punk to life in a way that feels real. No corporate gloss. No playing it safe. To earn its place in the scene, Loud Mixers has to show up where the culture thrives. It’s about creating moments that invite bold action, self-expression, and rebellion. The goal is to channel the true spirit of punk: raw honesty, anti-authoritarian energy, and unapologetic individuality (with maybe a mosh pit or two).
takeaways
Loud Mixers is a case study in branding that refuses to blend in. Every decision, from the name to the visual identity to the activations, is rooted in a deep understanding of punk’s culture and values. The process was driven by research, immersion, and iterative experimentation to create something that doesn’t just sell a drink, it starts a movement.