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How a subtle shift in feeling can set a whole scene in motion.

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In a world still fuelled by caffeine highs and late night comedowns, Peak feels like a quiet rebellion. You may see it in a design studio in Peckham or on a DJ table in Dalston, yet it is not reserved for those worlds. It’s for anyone who wants to feel clear, stay present and move through the day with intention. Peak is not chasing supermarket shelves. It is showing up where culture actually happens.

At first glance, it is a can. But within a few sips, it becomes something much bigger. A creative signal. Part beverage, part mindset, it represents a new dynamic for a generation that refuses to burn out for the sake of success. Peak asks a radical question in an age of overwork. What if mood was the thing that moved everything else?
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The origin story

For founder Louie Syred, the path to creating Peak began long before the first can rolled off production. He co-founded one of the first CBD brands in the United Kingdom and expanded it to the United States before exiting in 2019. Behind the success was a pattern that was anything but sustainable. Days powered by coffee, nights unwound with alcohol. A routine as common as it was destructive.

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“I, like the rest of the western world, was caught in this four hundred year old cycle of coffee to go up and alcohol to come down,” he says. “They work perfectly together, dangerously so.”

When he gave up alcohol in 2020, the cracks widened. Without the nightly reset, caffeine’s grip became clear. The jitters, the anxiety, the crash. It pushed him into research about how coffee spikes adrenaline and alcohol depletes serotonin, trapping an entire generation in a loop of anxiety and depletion.

A new category is born

What started as self experimentation became a hack to the system. Louie discovered nootropics, natural compounds that enhance mood and mental clarity, and began developing blends that balanced dopamine and serotonin, the brain’s key mood regulators. From that came a new category entirely. Mood Drinks.

“Red Bull created energy in 1983,” he says. “We are creating ‘mood’ now.”

Peak launched with two signature cans. Peak Hype supports the natural rise of dopamine, the chemical that helps you feel motivated and switched on. Peak Calm supports the natural rise of serotonin, the chemical that helps you feel steady and clear. Each drink contains the building blocks your body already uses to create those mood states, which is why they feel uplifting without being overwhelming. Together, they form the foundation of what Louie calls creative wellness. The idea that your mood is the most powerful tool you have.

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Why feeling good might be the most productive thing you can do

We have been taught to grind our way to success. To push harder, sleep less, and measure worth by exhaustion. But creativity does not come from depletion. It flows from balance. Peak flips that old narrative. Instead of fuelling burnout, it fuels mood. Instead of chasing output, it nurtures input. Because when you feel good, you think better, move better, create better.

Louie’s mission is simple. To help people become aware of how their internal state shapes their external world. “Your mood literally impacts everything you do,” he says. “If you turn up in a bad mood, the whole day goes differently. I want people to be able to choose their mood, to peak their creativity.”

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Culture over commerce

Peak’s story could have gone the traditional route. Supermarket deals, mass distribution, national campaigns. But Louie had something else in mind. The brand’s energy thrives not under fluorescent lights but in the pulse of the city. Studios, galleries, pop ups, and creative corners.

It is in Soho, where branded convenience stores host live art events. In Dalston, where a can of Peak might sit next to a record case. At Ministry of Sound, where Choose Your Mood events feature a Hype Room and a Calm Room, blending nightlife with wellness. At Paris Fashion Week, where Peak’s presence has quietly infiltrated over twenty activations. This is how you build a movement. One mood at a time.

It is not advertising. It is atmosphere. With over half a million monthly Instagram impressions and no paid ads, Peak’s growth is entirely organic, thriving through cultural touchpoints and community. “The nineties and two thousands were about energy at all costs,” Louie says. “Now it is about feeling good.”

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The creative mind

Louie’s drive comes from somewhere deeper than marketing or business. Expelled at fifteen and arrested multiple times by eighteen, he never fit the mould that school or society had built for him. It was not until someone told him he was creative that everything clicked. What once looked like chaos started to feel like potential.

He began to understand that his restless energy and racing thoughts were not flaws but signals. Signs of a mind built for ideas, curiosity, and constant movement.

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“I realised the creative world is full of people like that,” he says. “People who think differently, who feel deeply, who see the world from new angles.”

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For Louie, Peak became more than a drink. It became a platform for that kind of mind. The kind that does not always fit in but always pushes things forward. It is about turning intensity into innovation and proving that creativity itself can be a form of balance.

Think different, feel different

Louie often compares Peak to Apple. “Red Bull is Microsoft. Functional about doing. Peak is Apple. Intuitive, creative, about feeling.”

“Just as Apple designed computers for those who think differently, Peak was built for those who feel different.”

It is not just a drink. It is a signal. To drink Peak is to belong to a new kind of culture, one that values mental state as much as output. It tells the world you care about what you put into your body as much as what you put out into it.

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Why it matters to 911������

For 911������ members, Peak represents more than a drink. It reflects the way our community moves through life. Conscious, curious, and creative.

The same people who fill studios, galleries, and social spaces are the ones shaping culture beyond them. Peak fits into that rhythm naturally. It belongs in the everyday flow of our members’ lives, helping them feel balanced and connected as they move through their world and offering the support they need to feel centred, focused and present.

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The future of mood

As Peak grows, its goal is not mass domination but evolution. Louie wants to scale a mindset, not a product. The idea that mental state is the next frontier of creativity. That wellness does not have to be boring. That fun does not have to be unhealthy. From branded mood bars to fashion collaborations, Peak is building a world where culture, consciousness, and creativity coexist.

Because when a drink becomes a lifestyle, it is no longer about caffeine or calories. It is about connection. To yourself, to your community, to the movement of feeling good.