About Haest / Pentland

Pentland Brands is the name behind some of the world’s best loved sports, outdoor and lifestyle brands. We own Speedo, Berghaus, Canterbury of New Zealand, Endura, ellesse, SeaVees, Red Or Dead, and Mitre.

An internal project for Pentland titled “disruption lab” is a rapid 2 week development program for concept brands. Built to scope out potential new revenue streams within the sports and athleisure markets, the brands are designed to go from concept to working model within a short 10 days program.

The Project

The “Haest” brand identity was formed from start to finish in less than two weeks as the sole designer on the project. Working in a small team of innovators, marketers and research-driven product engineers, a full working brand identity with accompanying concept digital experiences + style guide was designed. This identity provides the innovation team with a new brand with real potential to test the potential of seated sportswear. Haest is a brand designed to make a difference, focused on user-specific needs with advance technology and science-backed products, the identity needed to deliver a clean wearable graphic device with powerful disruptive energy.