A lot of brands like to say “fresh.” Habit actually is.

They make their ranch from scratch every day. They hand-mash their avocados. Their most popular side is tempura green beans, which tells you pretty much everything you need to know.

So instead of dreaming up some big, abstract idea of freshness, we took a look at what Habit was already doing and built an entire world around it. A sun-soaked, slightly idealistic place we lovingly dubbed the “Fresh Coast.”

Because fresh is bigger than an ingredient story. It's a way of thinking. A way of doing. A way of being.

And somehow, a joke inspired by my favorite hot tub accessory turned into a bulk order of 1,000+ inflatable ranch floaties, a giveaway that nearly broke Habit's app, and my new favorite way to enjoy ranch in the tub.