The Magic of Mix 'n Match
December 1st, 2025 | by Max Luthy
Meet Max, the co-founder of Plink! A Vermont-based brand that makes award-winning electrolyte tablets that deliver clinically-effective hydration with great taste, fizz and minimal environmental waste. When he's not busy selling effervescent tablets he's busy making up silly songs with his kids or trail running with his wife and dog.
In honor of us launching our Mix 'n Match customizer this week, we asked Max to share with us why he thinks Mix 'n Match is just so fun! With a history in trend forecasting, Max understands the true value of personalization and why we gravitate towards making things special and one-of-a-kind.
At our house, my favorite Bivo bottle isn’t one of the single-color ones. It’s a mix 'n match with a bright lid, a different-color body and contrasting dirt cap. OK, actually it’s my son’s but when he isn't looking, I borrow it and I get compliments on it all the time. People always ask, “Where’d you get that combo?”
Meet Max, the co-founder of Plink! A Vermont-based brand that makes award-winning electrolyte tablets that deliver clinically-effective hydration with great taste, fizz and minimal environmental waste. When he's not busy selling effervescent tablets he's busy making up silly songs with his kids or trail running with his wife and dog.
In honor of us launching our Mix 'n Match customizer this week, we asked Max to share with us why he thinks Mix 'n Match is just so fun! With a history in trend forecasting, Max understands the true value of personalization and why we gravitate towards making things special and one-of-a-kind.
At our house, my favorite Bivo bottle isn’t one of the single-color ones. It’s a mix 'n match with a bright lid, a different-color body and contrasting dirt cap. OK, actually it’s my son’s but when he isn't looking, I borrow it and I get compliments on it all the time. People always ask, “Where’d you get that combo?”
Pictured above: 1. Max with his son. 2, 3, 4. We love offering Mix 'n Match at our events! Our events coordinator Lily has an eye for good color combinations.
Pictured above: 1. Max with his son. 2, 3, 4. We love offering Mix 'n Match at our events! Our events coordinator Lily has an eye for good color combinations.
I’ve been fascinated by customization since I first started in trend forecasting, a decade and a half ago. No, no, not the type of trend forecasting you see on the SNL skit, where they decide what’s "IN" or "OUT". My job back then was to study why people make the choices they do, and one of the biggest shifts I watched unfold was our growing desire to personalize everything.
We used to understand “custom” as something fancy or expensive. Like a tailored suit or bespoke dress. Then came Nike iD, which let you design your own sneakers back in 1999 — colors, stitching, even your name on the heel. It was one of the first real examples of mass customization: personal choice built into large-scale production. That little burst of creativity mattered more than anyone expected. Psychologists have found that people value things more when they’ve had a hand in creating them. It’s called the IKEA effect. Even small choices make a product feel personal.
I’ve been fascinated by customization since I first started in trend forecasting, a decade and a half ago. No, no, not the type of trend forecasting you see on the SNL skit, where they decide what’s "IN" or "OUT". My job back then was to study why people make the choices they do, and one of the biggest shifts I watched unfold was our growing desire to personalize everything.
We used to understand “custom” as something fancy or expensive. Like a tailored suit or bespoke dress. Then came Nike iD, which let you design your own sneakers back in 1999 — colors, stitching, even your name on the heel. It was one of the first real examples of mass customization: personal choice built into large-scale production. That little burst of creativity mattered more than anyone expected. Psychologists have found that people value things more when they’ve had a hand in creating them. It’s called the IKEA effect. Even small choices make a product feel personal.
Fast-forward twenty-five years and personalization is everywhere. Your Netflix queue, daily playlists, social feeds, fitness stats — all tuned to you. And it's not just digital personalization. We’ve gone from ordering “coffee with cream and sugar” to asking for flat-white, extra-hot, oat milk, two pumps of vanilla, hold the foam. It’s not just about taste; it’s about identity. Customization is so baked into our culture that our kids wouldn’t believe we once lived without it. Try explaining that back in the day, when we played a video game, we couldn’t choose the hairstyle, the outfit, or the eye color of a character!
Fast-forward twenty-five years and personalization is everywhere. Your Netflix queue, daily playlists, social feeds, fitness stats — all tuned to you. And it's not just digital personalization. We’ve gone from ordering “coffee with cream and sugar” to asking for flat-white, extra-hot, oat milk, two pumps of vanilla, hold the foam. It’s not just about taste; it’s about identity. Customization is so baked into our culture that our kids wouldn’t believe we once lived without it. Try explaining that back in the day, when we played a video game, we couldn’t choose the hairstyle, the outfit, or the eye color of a character!
Pictured above: A pair of kids and their father finding the perfect color combo with help from Lily :)
Pictured above: A pair of kids and their father finding the perfect color combo with help from Lily :)
The color combinations are endless!
The color combinations are endless!
Since Nike ID, personalization split in two directions. Passive and Active. Most of the digital personalization is effortless. Spotify knows your vibe before you do. It’s spookily good.
But the other kind, an active personalization, where you make the choice, is still deeply satisfying. When something feels personal and well-made, you don’t need a dozen of them. You just need one that feels right.
Since Nike ID, personalization split in two directions. Passive and Active. Most of the digital personalization is effortless. Spotify knows your vibe before you do. It’s spookily good.
But the other kind, an active personalization, where you make the choice, is still deeply satisfying. When something feels personal and well-made, you don’t need a dozen of them. You just need one that feels right.
Thank you so much for this amazing insight Max! After introducing customization options at our events this year, we were inspired to continue the personalization into the holiday season. One of the best parts about a Bivo bottle is that it comes apart easily for cleaning, so why not have a little fun with it?
Thank you so much for this amazing insight Max! After introducing customization options at our events this year, we were inspired to continue the personalization into the holiday season. One of the best parts about a Bivo bottle is that it comes apart easily for cleaning, so why not have a little fun with it?
Mix 'n Match to your hearts desire! Now until December 8th.
Mix 'n Match to your hearts desire! Now until December 8th.
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