HIKE is a brand-new venture, run by just two people: the founder and an intern. With limited resources and no prior experience in brand-building or advertising, HIKE is starting from scratch and needs a strategic push to stand out in the crowded non-alcoholic beverage space.
Ask:
To carve out a unique identity, we need to create a compelling brand voice for HIKE Hopped Seltzer and develop a social media strategy that will position HIKE as a standout in the rapidly growing alcohol-free movement.
Brand Identity Analysis
What is HIKE?
HIKE is a zero-alcohol hopped seltzer designed for people who live life on their own terms. It complements everything from spontaneous adventures to laid-back hangs—keeping you sharp, present, and in your element.
Let’s dig deeper:
At its core, HIKE is about passion—a passion for living mindfully, embracing bold flavors, and offering a refreshing alternative to the typical alcohol-centric experience. It’s sugar-free, gluten-free, and full of personality. HIKE challenges the ordinary and invites people to experience life’s moments in a new, intentional way.
What Makes Up Hikes DNA?
Born in Richmond. Founded by Ryan.
Richmond provides the perfect backdrop for HIKE, with its blend of grit, creativity, and unapologetic self-expression. It’s a city that celebrates originality, just like HIKE.
Ryan embodies the brand’s mission with humor, honesty, and a rebellious spirit. As the creator of a non-alcoholic seltzer that challenges conventional “non-beer” options, Ryan is the perfect voice to drive the brand’s message of freedom and fun, proving that sober living doesn’t have to mean sacrificing enjoyment.
Opportunity
We’re uniquely positioned to grow HIKE by tapping into the vibrant energy of Richmond and Ryan’s authentic, no-nonsense approach to sober living. With his wit and relatability, Ryan has the potential to lead a new alcohol-free culture—one that’s built on self-awareness, good times, and real connection. The audience HIKE speaks to isn’t looking for perfection or judgment—they’re looking for something that feels real.
Strategy
Make HIKE the bold, unmistakable voice of sober living by blending Ryan’s humor with Richmond’s creative pulse. This content-driven approach will celebrate authenticity, challenge norms, and make alcohol-free living feel fun, not forced.
Translating Strategy into Social Media
To bring this strategy to life, we’ve crafted a strong foundation for HIKE’s social media presence:
Optimized Bio: A concise, punchy bio that aligns with the brand’s voice and makes an immediate impact.
Pinned Posts: Captivating posts that introduce new followers to the brand’s core values and message.
Content Pillars:
Recovery Tips & Resources – Sharing valuable support for those on a sober journey
Lifestyle Reels – Showing what a vibrant, alcohol-free life looks and feels like
Funny Skits – Breaking the stigma with humor and relatability
Concept #1: HIKE Hotline
Real customer testimonials, transformed into chaotic, lo-fi Reels in the style of a late-night call-in show.
Obtaining testimonials: Instagram Q&A stickers, post captions, QR codes at Whole Foods, and email links
Why it works:
Builds trust through authentic voices
Highlights gut-health benefits in a memorable way
Leans into HIKE’s quirky, people-first tone
Highly reusable, perfect for UGC
Concept #2: Which Type of Explorer Are You?
A short-form skit that introduces HIKE’s three core flavors through exaggerated hiking archetypes:
Gear Guy (Pine Rush)
Insta Explorer (Citrus Snap)
Crunchy Wanderer (Husk Cherry Haze)
Why it works:
Creates flavor curiosity by tying each drink to a personality
Ends with a call for inclusivity—no matter how you hike, there’s a HIKE for you
Fully scripted with shot list and copy for easy execution
Concept #3: Reasons to Crack a HIKE
A swipe-through post that gives followers lighthearted reasons to choose HIKE, while subtly weaving in the benefits of gut health, no alcohol, and great taste.
Content
Calendar
Along with the content calendar, we created a custom set of social media best practices—both general and HIKE-specific—to keep the brand consistent and confident online.
What started as a two-person team with a bold idea is now equipped with a clear identity, a scroll-stopping strategy, and a creative roadmap to grow a community around it. HIKE doesn’t just fit into the sober space—it reshapes it. With the right mix of real stories, irreverent energy, and human-first content, HIKE is ready to stand out—and stay memorable.