Designer Selling Complete Brand Identity for $18,000 (Product Not Included)

What will Hessian be?

Can you build a complete brand identity for a company before you even know what kinds of products it will sell? Ben Pieratt, a designer and co-founder of Svpply, is trying just that with Hessian, a fully designed brand he created from scratch, and which he is now selling for $18,000. All the buyer has to provide is the product.