Great partnerships don't happen by accident. They're built on shared values and a clear understanding of what each brand brings to the table. That's why our partnership with Kros Strain Brewing didn't start with a single brainstorm session. It began months earlier, with a working relationship based on trust and mutual appreciation for what the other produced.
When the idea surfaced to create something bigger – a co-branded product launch that combined custom merch with a limited-release IPA – our team jumped at the opportunity. Together with Kros Strain, we leaned into our passions and invited our communities to be a part of it. Here's how it came together.
Background:
Relentless Merch and Kros Strain are built in similar ways: by passionate people who learned the industry hands-on, refined their craft over time, and care deeply about the communities they serve. We also understand the power of strong branding and nailing the finer details.
The Midwest Surf collaboration came together in just under two months. The concept was simple but strategic: Relentless would lead the overall creative direction and print a line of co-branded merch. Kros Strain would develop and brew a Midwest Coast IPA that reflected both brands. Each team handled production and logistics for their respective products. Together we promoted the release, leaning into our existing audiences to build anticipation for the Midwest Surf Social launch at Kros Strain's La Vista taproom.
The goal? Cross-pollinate our audiences and give them a taste of what we do best. We wanted Kros Strain fanatics to discover Relentless, and Relentless supporters to spend a memorable night at Kros Strain.
Challenges Faced:
Product names can play a huge role in shaping consumer perception and recognition. That's why, early on in the process, one of the biggest hurdles was landing on a name that felt authentic to both brands.
Our Vice Presidents of Growth and Sales, Nathan and Dave, spent several hours brainstorming Kros Strain's team before they found the right fit. When "Midwest Surf" was mentioned it stuck immediately. It worked on multiple levels, capturing a seasonal, summer energy that felt right for a February release. It also gave us a fully realized creative direction to build from, influencing both the beer's taste profile and the visual identity of the partnership.
From there, our in-house design team got to work creating and pitching brand concepts. The first approved design featured a Relentless mascot wearing a branded hat while the second highlighted our box truck amidst corn fields. It doesn't get more Midwestern than that.
The two approved designs were effective because its elements pulled right from the name itself: waves, bold contrast colors, and hand-drawn typography. The result was branding that translated across multiple apparel styles and promo materials. There were also clear, intentional logo inserts throughout. You can tell which brands were behind the merch without being self-conscious to wear multiple logos.
Our scope was sizable. For the merch line, Relentless produced:
- 300 stickers, split between 3 designs
- 220 short sleeve tees, split between 2 designs
- 50 hats, split between 2 designs
- 30 hoodies
- 25 tote bags
Our blanks were lovingly sponsored by AS Colour – so instead of estimating apparel quantities based on projected event attendance, we prioritized availability and printed quantities for a full, inclusive size run. To keep the leftover merch in circulation, we launched a social activation to let those who bought a 4-pack pick up a free shirt at the print shop.
Results:
We promoted the Midwest Surf Social for a full month across our social platforms using branded digital assets. By the time we set up our merch booth on Feb. 6, the anticipation had been building for weeks. Within the first 45 minutes, we generated roughly $400 in merchandise sales.
The real reward, however, was engagement. Our community showed up! They ordered Midwest Surf, connected with us, and posted photos. They created organic social proof that money can't buy. What we invested in time, effort, and printing was returned in visibility, shared audience growth, and good times.
Midwest Surf accomplished its core objective by the end of the night. Kros Strain regulars were introduced to Relentless in an authentic way, and our audience stepped into the brewery for an experience tied to something we helped create. That overlap strengthens both businesses long after the last four-pack is sold.
Lessons Learned:
- Shared values and identities make partnerships smoother and feel more authentic. Because Relentless and Kros Strain had high standards and are community oriented, the partnership felt natural from the get go.
- Cohesive branding drives value. Whether its the beer name or co-branded apparel or social media graphics, visual consistency will elevate a collab beyond "two logos on a shirt" and into something people want to drink and wear.
- The real impact showed up in how people responded. The turnout, social media posts, and real-time feedback told us people were feeling what we had to offer. And finally...
- ...A convincing inventory and marketing strategy will extend the life of a partnership. Extending sales into the print shop and recapping the event allowed the collaboration to keep working long after the event ended.
Where Collaboration Leads
Midwest Surf started as an idea between two local businesses who respected each other’s craft. It turned into a co-branded product launch, a packed taproom, and a collaboration that continues to live on shelves and in fridges. For breweries looking to create something beyond the next seasonal release, partnerships like this offer a way to deepen community ties while expanding reach in a tangible way.
