Mindrate is a cognitive hydration brand I co-founded, born from a simple insight: mental clarity starts with balance. In a world overstimulated by caffeine and quick fixes, we wanted to offer something smarter—an alternative that supports focus, calm, and energy without the crash.
Our flagship product, Mindrate Focus, combines electrolytes with targeted nootropics and adaptogens to create science-driven blends for different mental states—from restoring focus to unwinding after a long day. Every formula is transparent, caffeine-free, and designed to sync the body and mind.
I led the branding, visual identity, and storytelling, crafting a look and voice that feels fresh, functional, and ambitious—while challenging the passive wellness aesthetics often seen in the supplement space. Inspired by anti-Jantelagen thinking, the brand encourages you to want more, do more, be more—without apology.
From product naming and packaging to motion design and campaign strategy, Mindrate reflects my belief in the power of design to simplify science, spark curiosity, and fuel ambition.
The wellness and supplement space is crowded—and often contradictory. On one end, it’s flooded with overstated promises, on the other, vague feel-good branding with little substance. Our challenge was to carve out a space for Mindrate as a credible, science-backed brand that still felt modern, clear, and ambitious.
We needed to communicate complex formulations (electrolytes, nootropics) in a way that was visually intuitive and emotionally resonant, especially for an audience tired of caffeine crashes but skeptical of wellness fluff.
On top of that, we wanted to reframe performance—not as hustle culture, but as clarity, focus, and resilience—while designing a product system flexible enough to grow into new functions and flavors.
To build a brand that stood apart, we began by diving deep into the intersection of hydration, cognitive performance, and wellness culture.
We studied the downsides of caffeine reliance, the science of electrolyte and nootropics synergy, and emerging consumer trends around mental clarity and sustainable energy. But we also explored the cultural mindset—especially in Sweden—where ambition can be seen as arrogance.
We also conducted competitor audits across both energy drinks and wellness supplements, revealing a gap: most brands either felt too aggressive or too vague. There was room for something smart, functional, and unapologetically clear.
These insights laid the foundation for Mindrate’s anti-Jantelagen tone, minimal yet confident aesthetic, and product architecture built around real mental states.
People want to perform at their best, but without guilt, stress, or the crash.
For those who dare
to want more.
