The COVID-19 pandemic has presented unprecedented challenges, demanding constant adaptation in an environment of complex decision-making and uncertainty. Designed in the early days of the pandemic, ESSENTIAL BUSINESS is a fictitious brand that critically examines the new economy emerging in response to the COVID-19 crisis. As part of my final project at HIT University, the product design approach seeks to disrupt the link between products and their perceived essentialism by radicalizing the aesthetic and conceptual factors driving consumption, applying them to trivial objects devoid of economic or functional value.