SMASHD

Adaptogens are plant-based compounds associated with stress management; nootropics are ingredients linked to cognitive function. SMASHD positions its alcohol-free lineup at the intersection of the RTD cocktail category and the functional wellness space. The range draws on recognisable classic cocktail profiles, bringing the flavour structures of familiar cocktails into an AF canned format.

The brand launched direct-to-consumer through its own website, serving sober-curious drinkers who want the social and sensory experience of a cocktail format without alcohol. SMASHD's visual identity takes a deliberate departure from the minimalist aesthetic common in the AF category, opting for vibrant, high-energy design that positions the brand as a social, party-ready option.

With a DTC-first distribution model, SMASHD is a focused online brand at this stage of its growth.