Brief: Create a brand in an over-saturated market that stands out from the rest.
Concept: Half is a brand inspired by my personal favorite era of furniture design. Mid-century modern furniture was innovative, sleek and experimental. Half appeals to an audience who can see past the oversaturated water droplet neon colored seltzer aesthetic we are used to. It is sleek, gender neutral and no BS. Half entices a more refined group of people while remaining familiar.