Our core insight was that play is what sustains us, so we need to make our play sustainable. Sleep disruptions, fatigue, obesity, anxiety and harsh caffeine riddled products all seem to be at the center of the gamer community. So we set out to tackle those issues head on. To make sure that there was a balanced approach to focus and recovery that wouldn't take its toll on your health. We centered the brand around an Explorer archetype. Challenging players to explore the new digital wilderness that games are creating and expanding on every day.