Something for the space between.
Own a moment, not an ingredient.
We are interested in one narrower thing: the space between coffee and water, and what people actually reach for, and need, across a long, screen-heavy working day.
It's our term, not an established scientific or industry category. We're not an electrolyte brand, a sports hydration product, or a promise about how well something hydrates you. What we're naming is an occasion, not an ingredient.
Built for the desk, not the gym.
We're developing it now. The formula isn't finished, it isn't named, and there's no price yet.
Not a coffee substitute, not another bottle of water: something built for the point in between.
Status: formula in progress · name unset · price unset
We made about 50 bottles of an early gummy product. 230 people tried it, and 190 noticed an effect. It still wasn't good enough for the product we wanted to build around the working day.
UK law has required screen breaks and free eye tests for DSE users since 1992. The popular 20-20-20 rule that fills in the details isn't backed by settled evidence.
Since 6 April 2024, UK employees can request flexible working from day one. Acas's own research found most employees didn't know the law was changing.
Hydration marketing increasingly says "everyday," not "after your workout." Why an occasion is a more defensible claim than an ingredient.
UK law caps the average working week at 48 hours. The same regulation lets you sign that away, and government data suggests a third of workplaces already have.
What goes into a workday drink, and why each part earns its place.
Testing what we think we know before we say it publicly.
How people actually move through a working day, not how a brief assumes they do.
There's no finished product yet, so there's nothing to sell today.
Labs members see the parts of our research that don't make it into a public Field Note: the unfinished tests, the choices we're still weighing.
When there's a first production run, Labs members get it before it's public. Not a discount. Earlier.
No spam, no urgency language.
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