For Harriet Cuming, founder of Whisp, a hard seltzer company based in the UK, the hardest part of figuring out what her brand would look like was coming up with a name. “The rest,” she says, “was downhill.” (In the sense of momentum, of course.) Cuming worked with freelance designer Mel Yee to bring her idea to life, and from the start they oriented the brand around four pillars: British, Mindful, Healthier, Sexy. Yee and Cuming looked all over the market before launch and knew they wanted to do something more cheeky and aspirational than the “mass market” (and, it’s fair to say, largely dude-oriented) visual language of brands like White Claw. The stacked, lollipop “i’ font evokes a 1950s nightclub marquee, or maybe the title credits of a Doris Day/Rock Hudson movie. The drinks, which come in two flavors—Cucumber & Mint and Raspberry & Elderflower—do indeed seem quite British. They’re spiked not just with alcohol, but also milk thistle, an herb in the daisy family that’s long been associated with liver health. Why not drink a little prevention alongside your cure?