• Leisure, the world’s first Web3 RTD beverage project launched in 2022, moves beyond its NFT roots with a brand refresh by Day Job.
• The update takes the best parts of Leisure’s brand world and repositions it for a more effective shelf presence in a post-NFT world.

Four years ago, brothers Alex and Steve Michaelsen launched the Leisure Project, a hydration drink brand aimed at content creators. Now, that might seem like an absurd demo to entice with their very own performance-enhancing beverage, but at the time, there were around 2 million full-time creators and over 46 million amateur and inspiring producers on YouTube, TikTok, and other platforms.

Rather than focusing on recovery from athletic endeavors, Leisure focused on sharpness, mood, creativity, and hydration during hours of filming and streaming, with drinks including nootropics and adaptogens. These Ready-to-Drink (RTD) beverages, of course, aren’t anything new, but Leisure was unique in its positioning as a non-caffeinated drink for content jockeys.