When SPARK partnered with Florida Avenue Brewing to reimagine a seltzer brand from the ground up, we embraced the opportunity to lean into a space that no one was exploring: humor. In the flavor-focused hard seltzer category we noticed a lack of personality, so we created one that was perfect for our Florida demo. This approach of brand differentiation inspired everything we created together. What started as the simple idea of being Exquisitely Floridian became a fancy name (it’s pronounced moo-lay), and then evolved into packaging, OOH, and social media.
The mullet is not a hairstyle. It’s a philosophy. It says, “I am not just one thing and I will not be contained or defined by one simple hairstyle choice. Using this business in the front, party in the back spirit, we created packaging that serves up the same duality as the exquisite hairstyle. I am both business and party. I am a human contradiction, a combination, a complicated walking duality who will not be forced to make decisions on society’s terms.”
Mullét (the delicious spiked sparkling beverage, not the innovative hair breakthrough) is elegant polished visuals, refined flavors, and beautiful design, paired with ideas that are anything but subtle.
Can we do lowbrow, fun, and down-to-earth? Shit yeah. Can we delight in subtle flavor combinations, quality ingredients, and a crisp lightness that leaves us feeling refreshed? Indeed. Can you possibly define us? I wouldn’t even try, or you might hurt yourself.
Mullet Man
The Mullet Man doesn’t ride a jet ski—he rides a stretch jet ski. And what’s that he’s brought with him on his stretch jet ski? Is it a mirage? No. It’s Mullét.
