Interviews
Founder Preview: Burnout Inspired This Tea Brand to Do Everything Differently
Meet the founders who turned burnout into a Guatemalan-grown tea brand built on zero B.S. wellness claims.
Interviews
Meet the founders who turned burnout into a Guatemalan-grown tea brand built on zero B.S. wellness claims.
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Johan Haeussler was burnt out and looking for something real.
When coffee crashes and generic wellness products failed to fix the problem, he asked a simple question: if wellness products are supposed to improve your health, shouldn't you know exactly what's inside them? VIBBO is his answer — a handcrafted tea brand from Guatemala built on radical ingredient transparency and a refreshing "no B.S." approach. We sat down with Johan to talk about spending two years on the first three blends, launching on Kickstarter, and why saying no to the wrong opportunities is the discipline that builds lasting brands.
The Product and Audience: What is VIBBO and who is it for?
VIBBO is a handcrafted tea brand from Guatemala designed for modern life. Its first three blends — Energy, Detox, and Relax/Sleep — are crafted to support different moments throughout the day without relying on exaggerated wellness claims or artificial ingredients. Every blend is made using locally sourced ingredients from Guatemala with strong traceability and a commitment to supporting small producers and sustainable farming. VIBBO is built for people who care about their health, but also value great taste, thoughtful design, transparency, and authentic brands.
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The Spark: When did you launch, and what made you say "I need to build this"?
The idea began with burnout. After realizing that coffee crashes, sleep aids, and generic wellness products weren't solving the problem, I started looking for something more natural and trustworthy. That search raised an even bigger question — if wellness products are supposed to improve your health, shouldn't you know exactly what's inside them? That simple idea became the foundation for VIBBO.
The Launch: When did you launch and how did you build pre-launch buzz?
VIBBO spent more than two years developing its first products. During that time, we researched consumer needs while working closely with a master tea blender to create blends made entirely from locally sourced Guatemalan ingredients. Instead of launching traditionally, we introduced the brand through Kickstarter. The campaign reached 110% of its funding goal within three weeks, validating both the product and the brand's mission before the official launch. Alongside Kickstarter, we positioned VIBBO as a modern response to burnout — built around honesty, community, and a refreshing "no B.S." approach to wellness.
The First 100: How did you find your first customers?
The first customers came from several places. Friends and family helped spread the word, Kickstarter backers believed in the mission from day one, and social media introduced the brand's bold personality to a wider audience. Rather than blending into the crowded tea category, we deliberately chose to stand apart with a fresh visual identity and a message that challenged traditional wellness marketing.
The Advice: What would you tell a first-time founder in their first 90 days?
Build your foundation before chasing growth. Get crystal clear on your values, positioning, and operating principles early. Those decisions become the framework for every future product, partnership, and business decision. When challenges inevitably come, strong principles make navigating them much easier.
The Reality Check: What is the hardest part of this journey that people don't see on social media?
Much of entrepreneurship is figuring things out as you go. For our team, that means wearing multiple hats, learning constantly, and refusing to rush decisions that could compromise quality or sourcing. Staying true to your values often means saying no to opportunities that aren't quite right yet. That discipline rarely shows up on social media, but it's essential to building a lasting brand.
The Milestone: What has been your biggest "we made it" moment so far?
Reaching the Kickstarter funding goal ahead of schedule changed everything. The campaign ultimately surpassed its target, reaching roughly 119% funded, providing early validation before our Shopify store had even launched. For me, that wasn't just funding. It was proof that people genuinely believed in both the product and the mission behind it.
The AI Trend: How have you used AI to help your business grow?
AI has become part of our daily workflow. We use it for marketing, content creation, customer support, market research, and unified KPI dashboards that simplify business tracking. Looking ahead, I hope to automate more repetitive tasks so the team can focus on what matters most: growing the VIBBO community and sharing the brand's story.
The Horizon: What should we be excited to see from VIBBO in the next six months?
The next six months will be busy. We're preparing collaborations with several emerging CPG brands — including protein bagels, protein jelly, and natural honey companies that share similar values. We're also developing a new wellness-focused tea blend while pursuing additional retail opportunities across both the East and West Coasts.
The Recommendations: What are your favorite under-the-radar brands right now?
CPG: Bam Jam Protein, Keeper Honey Co., Nothing Happening Bagels
The Shop: Where can readers find VIBBO?
Shop directly at drinkvibbo.com/shop.
The Connection: Where is the best place to follow along?
Follow along on Instagram at @drinkvibbo, or visit drinkvibbo.com.
