Objective:
Within the limit of eight hours, concept and design a brand for a hypothetical product in a novel category.

Outcome:
With the ever-growing alt-beverage category saturating the market there is an untapped potential growing right under our feet. Introducing TRYP, a new drink that is sure to bring good vibes to your next beach day, park hang, or summer BBQ. As the legalization of certain substances gains steam and new products pop up everyday, TRYP is biding it’s time until “Chill Vibes” are legalized. “Silly Cy” TRYP’s new mycelial mascot wishes you a happy trip!