--- title: The Brand Without a Product description: The Brand Without a Product image: https://www.pkgbranding.com/hs-fs/file-4087918406-jpg/blog-files/hessian1.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## The Brand Without a Product Written by Kevin Keating at PKG Hipper-than-thou (Über-hip?) branding project [“Hessian”](http://hessian.tv/) is making the rounds on [design blogs](https://www.pkgbranding.com/) this week. What is Hessian? It’s whatever you want it to be. ([Mind-blowing](https://www.youtube.com/watch?v=0fKBhvDjuy0), right?) The brainchild of freelance designer [Ben Pieratt](http://www.pieratt.com/), the Hessian brand, logo, print materials and associated social media presence can be yours for $18,000. Just apply the branding to your own company, regardless of what it is or does, and presto! You’re off the ground with a full identity—without any pesky research getting in the way. ![Hessian Brand Identity by Ben Pieratt](https://www.pkgbranding.com/hs-fs/file-4087918406-jpg/blog-files/hessian1.jpg?width=600&height=600&name=hessian1.jpg) Props to Pieratt for taking the plunge to elevate the horrifying world of [stock logos](http://stocklogos.com/) to boutique-quality levels. In doing so, he poses some interesting [questions](http://blog.pieratt.com/post/42024943625/some-reasoning-behind-hessian) about the role of good design and fresh ideas in a landscape where analytics, testing and scrutiny rule the day. The problem is, by divorcing the branding from the product, the design loses any real, honest connection with consumers and becomes window-dressing. [Nike](http://www.nike.com/)’s “swoosh” is okay as a mark, but it derives its real resonance from decades of fulfilling a meaningful promise to consumers. The brand supports (reinforces?) the product, and the product uplifts the brand. Style and substance. Hessian is cool, no doubt about it. It’s a glorious move in rock star self-promotion for Piratt, who’s confident enough to present his art: take-it-or-leave-it. And maybe Hessian’s geometric/retro/modern style is a PERFECT fit for your new start-up. But in a world where newsfeeds, advertising, [music](http://spotify.com) playlists and [burritos](http://chipotle.com) are customizable, would you buy your entire identity off the rack? - [Facebook Share ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fthe-brand-without-a-product%2F) - [Twitter Share ](https://twitter.com/home?status=The+Brand+Without+a+Product%20https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fthe-brand-without-a-product%2F) - [LinkedIn Share ](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fthe-brand-without-a-product%2F&title=The%20Brand%20Without%20a%20Product&summary=The+Brand+Without+a+Product&source=) - [Email Share ](mailto:?subject=The%20Brand%20Without%20a%20Product&body=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fthe-brand-without-a-product%2F) ### Topics - [Blog](https://www.pkgbranding.com/blog/topic/blog) ### Related Posts [![How Multisensory Packaging Impacts Brand Loyalty](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699e3f7cefc60cc2af09b0fd-1771990125261.jpg) How Multisensory Packaging Impacts Brand Loyalty Kevin Keating at PKG ](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) [![7 Emotional Triggers That Drive Packaging Success](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d6a34efc60cc2af09912c-1771927424595.jpg) 7 Emotional Triggers That Drive Packaging Success Kevin Keating at PKG ](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) [![How Social Media Listening Improves Packaging Design](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d5fe4efc60cc2af098e8a-1771924055807.jpg) How Social Media Listening Improves Packaging Design Kevin Keating at PKG ](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) ### Subscribe Now! ### Subscribe Now!     **Awarded Top 50** **Package Design ****Blog**   [![Packaging-Design-transparent_216px](https://blog-cdn.feedspot.com/wp-content/uploads/2017/05/Packaging-Design-transparent_216px.png)](http://blog.feedspot.com/packaging_design_blogs/) - [How Multisensory Packaging Impacts Brand Loyalty](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) - [7 Emotional Triggers That Drive Packaging Success](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) - [How Social Media Listening Improves Packaging Design](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) - [11 Examples of Functional Packaging Features](https://www.pkgbranding.com/blog/functional-packaging-features-examples) - [Competitor Analysis for Shelf Differentiation](https://www.pkgbranding.com/blog/competitor-analysis-for-shelf-differentiation) - [Typography Checklist for Packaging](https://www.pkgbranding.com/blog/typography-checklist-packaging) - [Top Biodegradable Packaging Myths Consumers Believe](https://www.pkgbranding.com/blog/biodegradable-packaging-myths-consumers-believe) - [Macro Photography for Food Packaging Design](https://www.pkgbranding.com/blog/macro-photography-food-packaging-design) - [Glass Packaging Benefits for CPG Brands](https://www.pkgbranding.com/blog/glass-packaging-benefits-cpg-brands) - [Pet Food Packaging: FDA Rules to Know](https://www.pkgbranding.com/blog/pet-food-packaging-fda-rules) ![Best package design agencies](https://www.pkgbranding.com/hubfs/badge-package-design-agencies.svg)   Recognized as a Top Package Design Agency on [DesignRush](https://www.designrush.com/agency/package-design) PKG BRAND DESIGN 2045 W Grand Ave, STE B-27332 Chicago, IL 60612-1576 [312.870.9101](tel:+1.312.870.9101) ![PKG Best Packaging Design Agency in Chicago](https://www.pkgbranding.com/hs-fs/hubfs/Screenshot%202025-09-22%20at%2010.33.31%20PM.png?width=722&height=284&name=Screenshot%202025-09-22%20at%2010.33.31%20PM.png) [Request a Free Consultation](https://www.pkgbranding.com/request-a-consultation) [![A Hangar 12 Agency](https://www.pkgbranding.com/hubfs/assets/dev/img/a-hangar12-agency-logo-transparent.png)](https://www.hangar-12.com/) © 2026 PKG Brand Design. All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kevin Keating at PKG" }, "dateModified" : "October 8, 2024, 4:58:42 AM", "datePublished" : "2013-02-18 09:38:23", "description" : "The Brand Without a Product", "headline" : "The Brand Without a Product", "image" : { "@type" : "ImageObject", "url" : "http://cdn2.hubspot.net/hub/537000/file-4087918406-jpg/blog-files/hessian1.jpg" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/537000/PKG-1.png" }, "name" : "PKG Brand Design" } } ```