Best Before is a brand that motivates people towards fulfilling their dreams and potential using the concept of time scarcity. It was developed within my MA in Graphic Branding and Identity Course. The brand suggests a list of items that serve as a metaphor for a dream to a user. Each item destructs within 7 days period giving time to make first steps towards the aspiration the user postponed for a while. The aim of the brand is to motivate, challenge and push people towards realisation of their true desires as well as make them reflect on an important question of ‘what do they truly want’.