Devin Tavana
Mua Wellness
THE LEMON: We wanted to build a no-face brand — and found out nobody buys from a brand they can't see.
WHAT THEY BUILT: Mua Wellness, a wellness brand that started with electrolytes.
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Alvin & Moana
Smash Lemonade
THE LEMON
A kid wanted to sell lemonade, and we had every reason to say not right now.
WHAT THEY BUILT
A beverage brand that works farmers markets, festivals and city events — and now trains other operators.
We didn't wait for a good moment. We made one.
What started as one tent and a slicer turned into a system: how to find events worth paying for, how much inventory to bring, how to run a service window when forty people show up at once, and how to know whether a day actually made money.
We're still building it. That's the point.
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