For founders Michael and Perry, the launch of Wild Mannered wasn’t just a new name; it was a new expression of identity, culture, and community. But as their brand evolved, they quickly realized that a powerful story needs a package that tells it.
With the support of AWT Labels & Packaging’s ASL team, they transformed their updated brand vision into a physical product that felt just as intentional and expressive as the story behind it.
A Brand Rooted in Representation
Originally launched as Neat, the company was known for its ready-to-drink soju cocktails. But over time, Michael and Perry found that the name “Neat” didn’t quite capture the cultural specificity or personality they wanted the brand to reflect—a modern beverage brand inspired by cherished memories of sharing drinks through the lens of being Asian Americans. As a brand, they value representation and embracing identity, community, and quality with no exceptions or shortcuts.
“As first-time founders, we were gathering tons of feedback from customers, stores, and our own instincts,” Michael shared. “We started updating the label out of necessity. But as we made changes, we realized this was the right moment to build something deeper.”
That “something deeper” became Wild Mannered, a brand name that flips the term “mild-mannered,” a common stereotype, on its head. It’s a name that reclaims identity and signals boldness, community, and cultural pride.
Designing Packaging to Match a Brand’s Purpose
With a new name and vision in place, the next challenge was making sure that the packaging could communicate all of that, visually, physically, and emotionally.
Wild Mannered worked with Brooklyn-based Garnish Studios on the branding, but it was the partnership with ASL Print FX that helped bring the design into physical reality. From choosing the right materials to testing finishes and refining print details, packaging became the medium that translated the brand from idea to shelf.
“We knew what we wanted it to feel like,” said Michael, “but we didn’t have the technical background to make it happen. ASL helped us understand how different finishes could enhance certain elements, and guided us through how to highlight the details that mattered.”
The result? A label inspired by vintage Asian newspapers, tightly packed with layers of information that invite consumers to look closer. The 375ml bottle mimics the Korean green soju bottles, but with a modern twist. Every visual element reinforces the story behind the brand.
A Collaborative Process That Went Beyond Print
According to Michael, the experience with ASL felt far more collaborative than transactional. “It wasn’t just ‘send us your files.’ It was truly a partnership. We bounced ideas around, asked for multiple rounds of proofs to make sure the colors were just right, and the team was patient every step of the way.”
The challenge of balancing vision with technical and regulatory requirements (especially under the TTB’s alcohol labeling rules) made it even more critical to have a packaging partner that understood the stakes. “We were perfectionists about the details,” said Michael. “ASL worked with us—not against us—to get everything across the finish line.”
The Payoff of Brand-Driven Packaging
With Wild Mannered now on shelves, the response to the new brand and packaging has been overwhelmingly positive. “People say the bottles look more premium. We’re seeing stronger in-store movement in some of our accounts. And more importantly, our community feels represented in what they see.”
Michael credits much of that success to taking the time to match the brand story with packaging that communicates it clearly. “We brought our community along for the ride through social media, showing them the evolution. It gave meaning to the final product.”
What’s Next
Wild Mannered is now focused on expanding across New York City and eventually the tri-state area. But no matter where they go next, their approach remains rooted in purpose and supported by partners who help bring that purpose to life.
Branding That Performs on the Shelf
For companies like Wild Mannered, branding isn’t just visual, it’s structural, tactile, and rooted in experience. At AWT, we help brands like theirs align story and strategy through packaging that speaks as clearly as your mission does.
Whether you’re evolving your brand, scaling a new product line, or refining packaging for a new audience, our team is ready to help make it real.
To learn more about Wild Mannered, visit www.drinkwildmannered.com or stay updated on their Instagram account.
