Custom Brand Identity Now Available Off-the-Shelf

Hessian is a brand without a company, a backwards fabrication from a designer uninterested in how things are typically done.


Be that as it may, the idea is generating some press for its creator Ben Pieratt, who now wants to sell his concept and the designs that support it for $18K to an entrepreneur in need of a brand identity.

The core thought with is that, as designers, we naturally see solutions to problems/opportunities we can’t help but notice in the market. We have concepts that we know are valid and worthwhile, and not only that but we instinctually know how they should be launched, how they should look, how they should work, and who their target audience should be.

I wonder what kind of company Hessian can be? I can imagine a few scenarios. How about a sustainable seafood distributor? Or a Duckpin bowling chain of entertainment centers? Hessian could be also be new brewery. Every neighborhood needs one!

I’m seeing a Southwestern look and feel in Pieratt’s design work, and “Hessian” sounds as if it might be a laudatory phrase in honor of German author Hermann Hesse–an odd combo for sure. But taken together, the sound plus look and feel might well support an eco-lodge/spa in the desert. Or an architecture firm that focuses on designing Earthships. Clearly, there are many fitting turtles for this unattached shell.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.