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Jakub (Kuba) Jarzebski Product Designer
@London, UK & Warsaw, Poland]
OSHEE - air Energy Drink
air is an energy drink designed to grow the category. Launched in early 2026 in for the isotonic and hydration brand OSHEE, the brief was to create something that appeals to existing consumers while opening the door to an entirely new audience: people who have not thought of consuming energy drinks before.
↳ Context:
Energy drinks have long relied on the same visual language: sharp geometry, saturated colours and names that shout. It works for a specific consumer and entirely ignores everyone else. OSHEE wanted to enter the market differently, targeting a younger generation of consumers who care about what they put in their bodies and aren't moved by the aesthetic of extremity.
↳ Approach:
The design deliberately rejected the category's conventions. A softer, lighter palette replaced the typical high-contrast aggression. The typographic identity, built around the lowercase "air" wordmark, was chosen for its lightness and flexibility across five distinct SKUs. The signature element is the Panel: a rounded rectangle on the front of each can that creates immediate shelf recognisability without relying on loud colour or aggressive form. The AMBS formula, developed in-house, reinforced the brand's positioning around clean, functional energy rather than stimulant-heavy excess.
↳ Outcome:
The result is a range of five flavours: Sour Peach, Bright Yuzu, Zesty Mango, Kyoto Cherry and the Original Recipe, each distinct in colour but coherent as a family. The visual system is flexible enough to extend across marketing formats while remaining immediately identifiable as 'air'. The tagline "Rise Above" carries the same lightness as the design itself and translates cleanly across markets.
Kuba Dolinski, Alicja Malejki, Lazare Caton, Marcus Ker
PassingBy
Lorem Ipsum...
PassingBy transforms London journeys into living history lessons. Using built-in speakers, the passengers hear micro stories and fun facts triggered in real time, each one telling a story of the exact location visible from their window. From iconic sights like Big Ben and the London Eye, to hidden gems like Little Dean's Yard that even lifelong Londoners rarely know about, PassingBy is designed for tourists, locals, and everyone in between. It turns an ordinary commute into something memorable, making the city's stories accessible to all.
↳ Context:
London taxi journeys are an overlooked in-between moment — passengers are stationary, often alone, with little to anchor them to the city passing outside the window. PassingBy was designed to fill that gap, turning the route itself into the content. The brief was self-initiated: use the Black Cab's fixed ecosystem and London's extraordinary density of history to make journeys feel less transactional.
↳ Approach:
The core design challenge was making something that felt effortless to experience while being technically complex underneath. A custom database of 1,400 London landmarks was built using Open Street Map, Wikipedia, and Google Places data, structured modularly so it can be extended without rebuilding. AI-generated narration through OpenAI and ElevenLabs allowed stories to be produced at scale without losing a consistent voice. Google Maps provided the location backbone, chosen deliberately for its compatibility with existing cab hardware.
The stories themselves required a distinct editorial decision: they had to work for a tourist hearing about Smithfield Market for the first time and for a Londoner who's passed it a hundred times. The solution was multiple thematic layers per landmark — the same location tells different stories on different journeys.
↳ Outcome:
PassingBy works as a live web app, accessible by passengers via QR code during the journey. The result is an experience that rewards curiosity without demanding attention — stories play as landmarks approach and fade as the cab moves on. The modular database structure means the system grows with the city rather than becoming static.
Bubble
A phone-free way of capturing meaningful moments during concerts and other live events. It offers a new approach to memory-making that values presence over perfection by encouraging collective participation and tactile interaction, bringing people closer together.
↳ Context:
The smartphone is now the most used camera on the planet, causing a shift that changed how people experience the moments they're trying to capture. Concerts are one of the few experiences people specifically travel to attend, yet the default response is to watch them through a screen. The irony is that the act of capturing a moment increasingly replaces the moment itself. Bubble starts from a different premise: that memory-making at live events should be participatory and physical, not passive and individual. The project was designed to give venues and attendees an alternative that doesn't simply ban phones but replaces what phones were doing with something more fitting to the environment.
↳ Approach:
The core interaction was designed around the crowd, not the individual. Rather than assigning each person a device, a shared object — an inflatable ball — moves through the audience organically. Passing it is intuitive; it fits the energy of a live event rather than interrupting it.
The TPU inflatable body was chosen for durability and safety in dense, unpredictable crowd environments. 14 Insta360 GO S3 cameras are distributed across the surface to achieve full spherical coverage without gaps, and the lightweight construction means the ball can be tossed, caught, and handled repeatedly without risk.
↳ Outcome:
The full 360° event recording is made available to all attendees via the venue's website after the event: a collective memory of the night, captured from within the crowd itself. Bubble's contribution is not the cameras, but the medium: an inflatable TPU body that makes the technology social, mobile, and safe in a dense crowd environment. The design decision to work with existing hardware rather than develop new technology kept the concept grounded and deployable, with the creative effort focused entirely on what the object does to human behaviour rather than what it does technically.
Project Name, Curabitur vitae odio pretium, volutpat augue efficitur, ullamcorper ante. Nunc ultrices eget urna in aliquet, nulla at ullamcorper leo. Aliquam egestas non lacus sed tempor.
↳ Discipline A, Discipline B, Various Credits
A holistic approach to nutrition. Misa scans your body and assesses your real time vitamin, mineral and oxidative stress levels to design and make a range of hyper-personalised nutritious meals that perfectly suit your needs and lifestyle. The compact design allows you to take the bowl to work or consume ‘on the go’.
↳ Context:
Despite growing awareness around nutrition, eating well in a high-pace urban environment remains genuinely difficult. Existing solutions like meal kits, supplements, and apps either demand time or address symptoms rather than causes. Misa was designed around a different premise: that personalised nutrition should be effortless to access and accurate enough to be meaningful. The project combines body scanning technology with automated food preparation in a single compact system designed for life in a city like London.
↳ Approach:
The first design decision was narrowing the food format. Soups are nutritionally dense, infinitely variable across cultures, and structurally well-suited to automation: consistent enough in preparation to be mechanised and varied enough to avoid repetition. This made them the right anchor for the system rather than a limitation of it.
Personalisation is driven by OligoScan technology, which assesses vitamin, mineral, and oxidative stress levels in real time. Rather than relying on self-reported dietary preferences, Misa works from biological data — generating meal options that reflect what the body actually needs at that moment.
The physical design followed the same logic of removing friction. The preparation hub and the take-out container are one unified object: after preparation, the container inverts, the blending components are replaced with a sealed base, and a magnetic spoon attaches to the exterior. The user leaves with everything they need and nothing extra.
↳ Outcome:
The result is a system where the complexity sits entirely on the product's side. From the user's perspective, the interaction is close to effortless: a scan, a selection, and a meal that travels with them.
Project Name, Curabitur vitae odio pretium, volutpat augue efficitur, ullamcorper ante. Nunc ultrices eget urna in aliquet, nulla at ullamcorper leo. Aliquam egestas non lacus sed tempor.
↳ Discipline A, Discipline B, Various Credits
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