Taking an ambitious “world-building” approach to the brand, hydration drink startup Joystick offers colorful cans, playful flavors (LemLime, TropTrop, RizzRazz, PewPewPunch, and BlurBerry) and an overall lighthearted approach to the often performance-focused category. The non-carbonated 16 oz. cans are made with a base of 10% coconut water, with stevia and monkfruit added for sweetness. Each can contains 790mg of electrolytes, as well as 200% DV for niacin, vitamin B6, folate, vitamin b12 and pantothenic acid.
Things that stand out:
- The retro video game-inspired aesthetic is admittedly fun and a welcome change from the more intense athletic or medical-grade hydration callouts typically seen in the category.
- The flavors match the loud branding: these are bold and memorable, good enough to be chuggable yet quite not too intensely sweet (or salty).
- Cans are an intriguing format for hydration/sports drinks.
Things to consider:
- While we like the classic video game vibes, it feels a bit fragile as a foundational element for the whole brand. The existence of a robust class of functional drinks specifically aimed at improving gaming performance (which Joystick is not) may create some confusion around interpretation as well.
- The cans look great, but we found some decisions curious, like multiple callouts to “Bubble-Free,” “Non-Carbonated,” “No Fizz” and “Smooth” around the rim, or the amount of romance copy dedicated to “Why Cans, Man?”
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Basic Alkaline Water
Basic Alkaline Water is a 12-ounce canned water positioned around a tongue-in-cheek brand identity, pairing an 8.8 pH claim and added mineral electrolytes with a deliberately self-aware name. As a product, it delivers exactly what it promises: a clean tasting can of water, differentiated by minimalist packaging and subtle humor. The result is memorable and aesthetically sharp, but still feels in need of a clearer path to move from novelty to broader mainstream relevance.
Things that stand out:
- The branding is the product’s biggest asset. “Basic” is a clever name for an alkaline water, and the added wink of “Welcome to basic country” gives the product a more distinct personality than most entries in the category.
- The package has strong shelf presence despite its simplicity. The oversized blue logo on the white body is bold and readable, while the red band with the size and pH callouts adds just enough contrast to keep the design from feeling sterile.
- The liquid itself is solid, even if unremarkable. It tastes clean and refreshing, which is ultimately the most important thing for a packaged water product.
Things to consider:
- Beyond the branding, the proposition feels fairly thin. Purified water with added mineral electrolytes and an 8.8 pH claim does not, on its own, create a particularly compelling reason to choose this over a growing field of premium and functional waters.
- The humor is memorable, but it may also limit Basic’s reach. Consumers may appreciate the joke, though the product still needs a sharper strategy for translating that personality into a broader, more durable brand position.
- The package is visually effective, but it does a lot of the heavy lifting for the overall experience. Once the novelty of the name and design wears off, there is not yet enough product differentiation to make the brand feel essential.
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