“El Hempe frames
itself as bubbly rebels,
non‑binary luchadores fighting a sea of sameness”

The seltzer category often stereotypes the CIS audience, but we redefined it with a hemp-infused brand that celebrates individuality. Rejecting clichés like pool parties and fruity graphics, we embraced diversity with a bold design system: 8 fonts, a black-and-white palette, and raw, authentic visuals that let the product and people shine.