Haste is a fictional "lower dose" energy drink brand created in the spirit of fun, expression, and ideating a brand that could disrupt the wellness and fitness markets by advocating for products that aim to support any lifestyle, any goal, and any body—without greenwashing, touting unverifiable health claims, or using stereotypical hyper-masculine branding. Haste is meant to have vibrancy without overwhelming, using a mixture of bold all caps type with lowercase variations, gradients, simple illustrations, and subtle suggestions of motion.

Choosing the name and aesthetic direction of Haste came through market research as well as anecdotal observation, ultimately asking “What would someone like myself or my peers want to buy?” I opted for bright colors with low contrast and subtle gradients to evoke an energy that isn’t erratic or intense but rather gently nudges you towards movement. I also kept in step with modern trends and tastes as if this product were really going on shelves today, utilizing simple flat illustrations, interactive interface design and expanded merchandise that someone would actually want to buy in the real world.