Exclusive SACC-LA Interview with Joakim Nissbrandt, Marketing Director of LGND Inc!

1. Please tell us a little bit about LGND and how the idea of this concept was born.

It’s a long story and I don’t have enough space to cover it all.

But it started as a hobby project back in 2006 by our founder Sebastian Westman and Joakim Stuart, after they had trouble with the crash and burn effects and the unhealthy aspect of energy drinks.

The idea was later reignited in 2017 by Sebastian and together with Christoffer in the form of a performance drink, a drink they called LGND. 

2. What separates LGND from other performance drinks?

I think we are considered an energy drink (from the market POV). Our goal is to carve out a new category.

We’d like to focus more on performance and sustainable energy. The better-for-you approach, with no crash and burn effect. A natural, vegan and low-calorie drink with nootropics and prebiotics to give you the boost that you need when creating your next masterpiece. 

3. What is the best part of your job as the Marketing Director for LGND?

The freedom and responsibility.
 

4. Apart from drinking LGND to achieve high performance, what do you think is the most important tool to work efficiently? (e.g. good sleep, exercise, diet, other disciplines etc.)

I believe in a holistic approach to life. All aspects matter in terms of health and wellbeing. It is important to have a good balance between work, exercise, diet, hobbies and free time.
 

5. LGND is founded and driven by a team of friends, what makes your team so good when working together?

The way we complement each other. Every member comes from a different background and contributes with their unique skills and point of view when moving forward.

6. What is the best memory you have had with the LGND team?

“SXSW”. We went to the festival back in 2019 and presented our drinks and concept at the wellness event. We also spoke on stage about the future of functional drinks.

Great feedback and response from the audience. I had a really good time.

7. What would you say defines a true legend?

A humble purveyor of truth and quality.

8. If you could associate yourself with a movie character, which one would it be?

Neo [from The Matrix]. Still unsure whether to take the blue or the red pill.

LGND’s Silk – Ginger & Grapefruit Drink.
Photo Courtesy: LGND via their website.

LGND Inc’s Marketing Director Joakim Nissbrandt. 
Photo Courtesy: David Andréas.

Five Fast Ones with Joakim

Concert or Sports Game

Spring or Fall

Camping or Glamping

Swedish “Kalles Kaviar” or Swedish Pickled Herring

Night in or Night out