Humane demonstrate how to brand a drink that no-one can describe

In a saturated beverage market, developing a brand for a product that doesn’t fit neatly into a known category can be a daunting task. That was precisely the challenge facing the Seattle-based branding studio, Humane, when they took on Thorntail Hard Argave—a drink described as “somewhere between a seltzer and tequila.” With no clear blueprint, Humane had to forge a fresh identity from the ground up, ensuring Thorntail stood out in a world accustomed to straightforward beverage labels.

Understanding the Product

At first glance, Thorntail Hard Argave can be puzzling: it harnesses the crisp effervescence of seltzer while drawing on the agave-based lineage that reminds one of tequila. Yet, it isn’t quite either. This presented a classic branding conundrum: how do you position a product that eludes familiar definitions?

Humane’s first step was diving deep into Thorntail’s unique qualities. They discovered that the beverage’s flavor profile—light, bubbly, and subtly reminiscent of agave—offered a new kind of drink experience. It was neither a bold, pure spirit nor a classic canned seltzer; it combined the best of both. Recognizing that the product’s strength lay in its novelty, Humane decided to build the brand around the concept of “unexpected duality.”

Crafting a Name That Stands Out

The name “Thorntail Hard Argave” itself nudges consumers to rethink what they know. “Hard Argave” riffs on the idea of “hard seltzer” but highlights its tequila-inspired essence through “agave.” Meanwhile, “Thorntail” evokes a bit of edge—like a desert creature that can surprise you. It suggests both a slight bite and an adventurous spirit, inviting curious consumers to try something excitingly different.

Building the Visual Identity

One of Humane’s primary objectives was translating Thorntail’s hybrid quality into a bold, cohesive look. They drew inspiration from desert landscapes—subtle earthy tones for the base palette, paired with lively bursts of color to mimic the beverage’s refreshing spark. This contrast underscores Thorntail’s nature: part down-to-earth, part vibrant zing.

The logo’s centerpiece is an abstract shape that hints at an agave plant, adorned with a sleek, pointed “tail” element. This visual echo of a cactus spine or a mythical desert creature catches the eye, reinforcing the brand’s message of exploration and discovery.

A Voice That Educates and Excites

With an unconventional product, Humane recognized the importance of clear messaging. For Thorntail, that meant shaping a brand voice that was informative without being technical, enticing people to learn more without overwhelming them with details. Simple, catchy phrases—“Taste the Thorny Twist,” or “Light as a Seltzer, Bold as a Bite”—offered enough context for consumers to grasp what makes Thorntail different.

At the same time, the brand voice needed to encourage curiosity. Instead of apologizing for not fitting into a known category, Thorntail celebrates it. Taglines and social media campaigns highlight the drink’s uniqueness: “Neither Here Nor There—So We Made Our Own Lane.”

Launching the Experience

Humane also helped orchestrate the product launch, leveraging pop-ups at trendy bars and specialty liquor stores that thrive on showcasing unique beverages. Attendees sampled Thorntail in simple cocktails—mixed with a splash of citrus, or served over ice with fresh herbs—to highlight its versatility. Eye-catching event posters and interactive tastings reinforced the brand’s identity and encouraged word-of-mouth buzz.

Embracing the Indescribable

In a world flooded with easy definitions—vodka seltzers, craft beers, classic spirits—Thorntail Hard Argave dares to exist in the in-between. Humane’s work shows that successful branding can thrive in uncharted territory. Rather than forcing the product into a familiar box, the creative team leaned into Thorntail’s dual identity, framing it as an adventure for the palate.

The result? A memorable brand identity that not only demystifies Thorntail’s mysterious blend but also invites consumers to embrace something new. By celebrating the drink’s hybrid qualities and tapping into a spirit of exploration, Humane illustrates how going beyond labels can lead to a brand people can’t wait to discover—one that stands out precisely because it’s hard to describe.