The start-up beverage company, known for its social media strategy and tongue-in-cheek tone, bets big on branding.
“A global pandemic was not the modern times we had in mind, but the whole theory of Recess is that the world's increasingly going crazy and it's unsettling and we all need to take a recess throughout the day,” Recess founder and CEO Benjamin Witte shared with me during a recent Zoom interview.
Witte, who left a seven year stretch in Silicon Valley after recognizing he wanted to be an entrepreneur himself, began working on the Recess brand before he had even anything to bottle. After noticing CBD bubbling up on natural food store shelves in San Francisco, Witte — a self-described “wired, hyper, anxious, stressed out millennial” — started using CBD regularly and instantly started feeling better.
“I noticed I was more balanced, more even-keeled. And as a result, I felt more productive and more creative,” said Witte. “So about three years ago, I started to look at the CBD space and saw most CBD companies are just marketing CBD. I didn't see anyone marketing the feeling that it enabled. And when you go look at other categories, especially in beverage, it's the brand that wins.
, tapped some of the top beverage executives in the world including Mike Sharman , Laurie Breton and Simon Goode . Collectively, the newly formed Recess executive team brings experience ranging from ZICO and Vitamin Water to Bai and Dr Pepper Snapple Group. But Witte’s vision goes beyond the beverage, with plans for an all-encompassing media company also in the works. The brand is already known for its minimalist aesthetic, odd humor and unique voice on social media, which is led by
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