Studio

We work at the intersection of software, media, and economics—building tools and stories for a world that’s ready to thrive, not just survive.

Work, work, work!

In 1930, economist John Maynard Keynes made a bold prediction. In his essay “Economic Possibilities for Our Grandchildren,” he foresaw a future where, thanks to productivity gains, people would only need to work 15 hours a week. He imagined a world where basic needs were easily met, and the real challenge would be learning how to live meaningfully with newfound freedom.

By the mid-1980s, especially in the United States, his prediction about productivity came true: Economic output per worker had soared. We had, for the first time in history, the capacity to meet everyone’s basic needs.

But culture doesn’t change as fast as technology. Instead of shifting toward lives of leisure, curiosity, and community, many societies doubled down on work, competition, and consumption. Survival wasn’t the reason to work anymore—yet work remained at the center of life.

And even as productivity continued to rise, the benefits began to show diminishing returns for most people. Beyond a certain point, more work and more output didn’t meaningfully improve well-being—it often just fed into status games, lifestyle inflation, and a growing sense of disconnection.

Labor of Love

Even when work isn't about survival, it still matters. Creating, building, expressing—these are fundamental parts of being human.

At Tonic, we’re building for the world Keynes dreamed of. A world where technology frees us to focus on work that actually enriches life—not the endless churn that strains people, burns out communities, and depletes Earth.

We’re a small studio of friends who chose to work together because we inspired each other long before there were projects or plans. We’re not chasing exits. We’re not raising rounds. We’re just here to build beautiful things that matter to us—and to find ways to make it all sustainable.

Partner with Tonic

We know a thing or two about building software, and most of our direct work is building tools that support social infrastructure. We partner with values-aligned organizations to help solve these challenges.

Automate and enhance processes with AI
Elevate customer experience
Validate product-market fit
Navigating the noise of tech and markets
Brand and product strategy

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The Saloon—our playground

We started Saloon to invite more people into our world. It’s part lifestyle brand, part creative community—a place where we explore projects, spark collaborations, and meet the kind of people we want to build with.

Through Saloon, we discover new opportunities for products and ventures. Tonic builds, invests, and helps grow these ideas—supporting entrepreneurs, artists, and dreamers along the way.

Explore Saloon