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Who says you can’t design a strong brand without knowing the final product? Hessian is a brand without a product, a project tailored to fit any kind of business.

On sale for just $18,000 you can acquire not only the name and concept but also the url, website theme, app, social media presence, and all you need to start a new business; he will even devote extra hours to fit this idea to a specific brand.

“As a newborn idea, Hessian is aggressive and experimental. It fights for life by building meme-hooks through studies in contrasts, nostalgia, repetition and confusion. The Hessian could be a restaurant, a start-up, a clothing brand or more.”

This initiative also sheds light on the uprising of designers as entrepreneurs and all the possibilities available to creatives to launch ideas & prototypes online. It is breaking a paradigm and proving that design can be a product to be sold by itself.

The project is an idea by Ben Pieratt (previously Svpply’s CEO). According to his twitter account he already has two qualified interested buyers. We are looking forward to see how it evolves beyond t-shirts and wallpapers and transforms into a real brand.

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Have your say

    David Thomoson
    13th Mar 2013
    10:28 am
  1. Although I admire the entrepreneurial approach, this goes against the grain of everything we stand for in brand communication. Whoever acquires this ‘product’ straight off the rail will be buying an ill-fitting suit from the high-street – when they should go for a well-fitted suit, tailored specifically to their unique measurements.

  2. GlennGlenn
    13th Mar 2013
    10:39 am
  3. It’s definitely a project that raises a few questions. I did try and ask Ben if he was trying to raise awareness of the issues of superfluos off-the-shelf design or if it was just a publicity exercise, but got no comment.

  4. AlexAlex
    13th Mar 2013
    10:48 am
  5. It’s an interesting project if nothing else. I think the fact that it’s making people talk about design without strategic context (something that’s overlooked too easily with sites like Dribble) means that it’s doing the design industry a favour.

    I personally think it was meant as more of an experiment/art piece/statement than anything else.

  6. anon
    13th Mar 2013
    1:30 pm
  7. I am stunned that a blog of this calibre would champion a process like this…
    Its detrimental to everything a designer stands for.

  8. GlennGlenn
    13th Mar 2013
    3:33 pm
  9. @anon – Surely FFF is as good a place as any to discuss why this might be ‘detrimental’ to everything we stand for?

  10. Luke TongeLuke Tonge
    13th Mar 2013
    10:34 pm
  11. Expressing interest isn’t championing, it’s allowing our community of readers to voice an opinion on the issue if they have one. Hessian is certainly a paradigm shift, not because it’s the first time this method has been attempted, but because it was attempted by a designer of such a high calibre. It’s certainly not a method that would suit most clients, but buying an off-the-shelf design is something many people do already with their website template / typeface. Ben suggested to me that one of the potential buyers are App makers interested in the graphic language only and would drop the name… an interesting development.

  12. GlennGlenn
    14th Mar 2013
    9:12 am
  13. Thumbs up to that Luke!

  14. Mikey Romano
    14th Mar 2013
    9:27 pm
  15. This is terrible, removing concept from creative? This would be a great thesis project, or statement piece but it is NOT something our industry should be trying to achieve. No thanks…

  16. dougkessler
    22nd Mar 2013
    7:57 am
  17. What a cool experiment.

    I can understand designers getting upset about this but I think David’s metaphor is really apt: conventional branding is the custom tailored suit; the Hessian approach is off-the-shelf.

    But here’s the thing: the off-the-shelf suit market is about 900 times bigger than the custom-tailored suit market.

    It’s already happening in web design: there are thousands of really credible WordPress templates created by talented designers. They’re helping small companies who value design but can’t afford a custom design process.

    Will all brands go this way? Of course not.
    Could it provide value to cash-strapped, brand-conscious entrepreneurs?
    Let’s find out…

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yes… loving this

ed baptist on Studio Feixen

Nice article – its good to hear the experience of other designers who have started up. Myself and partner have just made it through our first year, i can see some parallels so comforting to get a solid view point

jess codrington on Ten Tips To Starting An Agency

Really nice work. Love the Nike campaign.

Peter Scott on Studio Feixen

Absolutely stunning work!

– Natalie

Natalie on Studio Feixen

A few highlights from a colleague here if you need any reminders:

Matt on ModMag16

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Design Cache on F37 Jan