In the case of putting the cart before the horse, Boston-based designer Ben Pieratt has developed an experimental idea where he designs a brand that that looking for a product.
Called ‘Hessian’, Pieratt is planning to sell this ‘product-less’ brand—which could be used for a clothing store, an online startup or even a restaurant—for US$18,000.
The fee includes 20+ logos and other designs, the brand name, URL, Twitter and Tumblr account, a website theme, 5 app icons, a brand book with guiding principles and 30 hours of custom design time to customize the brand to suit the buyer’s needs.
“…It seems to me that in today’s connected environment, there’s no reason designers shouldn’t be able to create designed product packages, and then sell them to entrepreneurs,” wrote Pieratt.
“This is the thinking that brought me to Hessian. The only difference being that Hessian is lacking an actual product concept.”
What do you think of Pieratt’s ‘backward branding’?
[via Ben Pieratt, images via Hessian]