This brief was set by Taxi Studios, an agency based in Bristol. Set in 2020, it presented a futuristic challenge: create a name, identity and packaging solution for a brand of hydrogen fuel cells. My chosen name, Hyperable, combines two separate ideas: HyPer, an abbreviation of Hydrogen Performance; and Able, which is essentially a byword for the possibilities of this new technology. When combined, I think the resulting name covers a lot of ground while remaining simple and memorable.