When RECESS made its tagline “an antidote to modern times,” they didn’t know how appropriate it would become. The brand launched in late 2018 with three sparkling waters for those looking to feel creative and productive — calm, cool and collected. But it was always about something bigger than the beverage for Recess, and that’s the narrative JBC set out to story-tell around from the very beginning.
In mid-May of 2020, the brand continued expanding its universe with a clothing line, innovative subscription options and three new-to-market flavors with unique personalities.
The buzz was instant.
Following JBC storytelling around the launch, Recess generated $140K in sales within the first two weeks of launch; meanwhile, initial product inventory sold out due to awareness generated from press alone. Recess also exceeded first-month sales goals by a whopping 30x in the first two weeks.
To date, Recess is the top adaptogenic beverage brand by sales in every market the brand is in, including New York City, Los Angeles, Austin and Chicago.
WHAT WE’VE DONE
