HYDE’S HAIL MARY
EVERYDAY DESERVES A HAIL MARY
SERVICES
Brand Strategy
Design Strategy
Visual Brand Identity & Packaging
Brand Style Guide
JKiNC partnered with NFL legend Micah Hyde to create Hyde’s Hail Mary, a sparkling hemp shandy that reimagines the traditional beer-meets-lemonade refreshment for today’s functional beverage market. With 5 mg THC and 5 mg CBD per can, the drink offers a clean, balanced, and approachable experience that blends athletic culture with mindful enjoyment. JKiNC led the end-to-end development—shaping the brand story, visual identity, packaging system, and retail rollout—to merge sports heritage and modern hemp innovation. The design language draws from classic beer cues and crest-style symbolism, establishing a sense of credibility and trust while signaling a new wave of THC beverage sophistication.
The brand architecture built by JKiNC goes further than just surface style. The visual identity system was designed to scale—accommodating line extensions, seasonal releases, and a clear retail display presence—while retaining a cohesive “THC shandy” category signal. The design signals both heritage (beer-meets-lemonade shandy cues) and innovation (modern hemp-infused beverage). The packaging clearly addresses hemp beverage and shandy keywords—making sure that on-shelf and in digital search (e.g., “hemp shandy,” “THC shandy,” “hemp beverage”) Hyde’s Hail Mary is visible and credible. The campaign also ensures the packaging and brand story are optimized for discoverability: parseable labeling, consistent brand names, category keywords (hemp, shandy, THC, CBD), and clear positioning. It all combines to make Hyde’s Hail Mary a strong contender when consumers search for a premium, functional hemp beverage with the taste and culture of a classic shandy.