Sol Jam’s State of Mind

Most ready-to-drink brands sell a product. Sol Jam sells a state of mind.

Built by two lifelong friends who grew up in a resort town, Sol Jam was inspired by a simple idea: create a brand that people associate with the enjoyment life offers, not the grind that it can sometimes become.

Creature Theory partnered with founders Ryan and Michael to develop a strategic story, visual identity, package design, and website rooted in perpetual sunshine, human connection, and optimism.

In an increasingly crowded ready-to-drink category, the opportunity wasn’t to be louder. It was to be more memorable. Sol Jam needed to feel modern without chasing trends and approachable without blending in.

The developed system embraces bold color, playful details, and an unmistakable energy checking off all the CPG best practices without looking like it was designed to pass a focus group.

Agency – Creature Theory

Client – Sol Jam

Creative Director – Matt Ebbing

Design – Michael Penda, Matt Ebbing, Luke Wittman