Basis

Basis is an electrolyte drink mix based on the World Health Organization's rehydration formula. Creatd bought all of it in March 2022, its third packaged-goods brand, and in October 2023 assigned its assets and liabilities to a private investor group, keeping a royalty and a small equity interest.

What Basis does

Basis is a clean hydration brand. Its product is a powdered electrolyte mix, formulated on the oral rehydration therapies developed by the World Health Organization, that replaces electrolytes lost during the day. The brand's line was that life is dehydrating and Basis was made to fix that, so you feel focused, energised and relaxed. Founded in 2017, it sold through its own website, Amazon and Shopify, and under Creatd added Erewhon Market and the wholesale marketplace Pod Foods.

Why Creatd bought it

Basis was the third brand in Creatd Ventures, after Camp and Dune, and the first Creatd bought outright. Creatd's reasons were specific. Basis already had sales volume on its own site and on Amazon, a channel Camp and Dune had not yet developed. It was a wellness product with a subscription model, which fitted the portfolio. And Creatd Ventures had by then consolidated its supply chain and distribution, so, in the words of its chief executive Tom Punch, Basis's revenue could be maximised from the start without outsized implementation costs. Punch also expected Basis's wellness positioning to help Dune introduce new products to the same health-conscious consumer.

Creatd completed the acquisition of 100% of Basis on March 7, 2022, and said that including Basis it had completed five acquisitions since 2019.

What happened under Creatd

Basis's first full quarter under Creatd Ventures was its best. Creatd's update on June 1, 2022 said sales had grown to record levels through the brand's site, Amazon and Shopify, that Basis had the lowest customer acquisition cost and highest lifetime value of any brand in the portfolio, and that the quarter was expected to accrue more than $200,000 in sales. Basis joined Dune on Erewhon's shelves, its first physical retail placement, and signed with Pod Foods, which already distributed Camp and Dune. The relationship ran both ways: Basis's Amazon and Shopify experience was used to grow Camp and Dune on those platforms. In July 2022 Basis took part in Amazon Prime Day for the first time and recorded record sales days without a corresponding rise in marketing spend.

How Creatd exited

By 2023 Creatd had decided to leave packaged goods and concentrate on businesses with better gross margins. Basis and Brave were phased out over the year. On October 10, 2023 Creatd Ventures LLC completed an assignment and assumption agreement transferring the assets and liabilities of Brave and Basis to a private investor group. Creatd said the sale removed nearly $300,000 in liabilities from its balance sheet and about $500,000 in future operating expenses, with no material change expected to net revenue because the businesses had already been wound down. Creatd's December 2023 release said it kept a 7.5% stake in each company along with royalty and service agreements.

What Creatd kept

A 7.5% interest in Basis and a royalty and service agreement, according to Creatd's December 2023 release. Basis is a private company and Creatd does not publish its results. Creatd's Form S-1 lists Basis among its past acquisitions and records the October 2023 assignment.

Timeline

Mar. 2022

Creatd acquires 100% of Basis

June 2022

Record first full quarter; Erewhon and Pod Foods

July 2022

First Amazon Prime Day

Oct. 2023

Assets and liabilities assigned to a private investor group

Sources: Form S-1 filed September 15, 2026, and Creatd press releases from March 2022 to December 2023, all in News.