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Petar Kruit

Building a premium lifestyle brand with a clear, mood and rhythm-based functional system: for focus and energy and for calm and reset. GoEazy

07/12/2025

The mission, or better said, Mood & Rhythm.

Every choice behind the revamp of GoEazy® returns to one principle, does it serve Mood Rhythm Choice™?

Impact principles:
Does it elevate the way people live?
Does it contribute to clarity, wellbeing or a better state of being?
Does it add meaningful value to everyday life?

Brand principles:
Does it strengthen the core principle?
Can it be designed from it?
Does it fit the eco-system rather than add noise?

A little better, every day…

GoEazy®

05/12/2025

Zooming in even more, into purely the upcoming five products for the next phase of GoEazy®.

I’ll talk about them one by one...

Go Focus
Specs: 330 mg Lion’s Mane extract (12:1), equivalent to 3960 mg fruiting body, standardised to 30 percent polysaccharides.

Go Energy
Specs: 330 mg Cordyceps extract (8:1), equivalent to 2640 mg substrate, standardised to 30 percent polysaccharides.

Eazy Calm
Specs: 330 mg Reishi extract (12:1), equivalent to 3960 mg fruiting body, standardised to 30 percent polysaccharides.

Eazy Chill
Specs: 15 mg CBD (ND THC)

Eazy Buzz
Specs: Live resin h**p terpenes at 20 ppm (ND THC)

Functional ingredients are sourced from premium Dutch suppliers, with lab data confirming quality and consistency.

A beautiful range that fits daily life, all brewed with real tea, balanced with excellent flavour profiles, and free from artificial additives such as colouring or thickeners, with no added sugars or aspartame.

GoEazy® ✌

03/12/2025

Zooming out is useful, but zooming back in is where the real work happens. The longer-term plan is EU, but the short-term is very simple.

Five SKUs, paired to five states…

Focus, Energy, Calm, Chill, Buzz

Market entry starts in the Netherlands, not because the ambition is small, but because scaling gracefully beats scaling chaotically.

The first batch is 30k cans, 6k per SKU,
enough to get real signal without creating pressure that distorts the path forward.

Each variant is built around functional ingredients sourced from Dutch premium suppliers, brewed with real tea rather than extract, and crafted with balanced flavour profiles so the taste and the overall experience sit in harmony. No marketing tricks, no cutting corners, just premium inputs across the board. It has to drink well and it has to fit daily life, both matter.

With CBD and h**p terpenes, the goal was never to overpower people. Too much and it becomes sedation or perfumey, too little and it becomes meaningless. Balance matters if you want something that fits daily life.

The direction is bigger than one category, but every broad plan needs narrow steps. Zoom out to see where you’re going, zoom back in to take the next one properly.

GoEazy® ✌️

02/12/2025

After talking about first principles, I wanted to show the other side of it, the part that doesn’t look exciting at all but quietly decides whether the entire structure holds up once you enter the market. I’ve spent the last months building many of these so called “boring documents”, and the more time I put into them, the more I realise how much cost and time they save later. They force you to slow down, to understand each layer properly, and to remove guesswork before it becomes a problem.

This tab in this sheet for example pulls everything into one place. The base liquid, the functional ingredients, the packaging, the logistics, the small pieces that create the real picture. Some things I simply cannot calculate with full precision yet, because a few variables only reveal themselves once you’re in the market, and that is fine. It is better to acknowledge what you cannot know yet than pretend you can model every detail in advance.

But for pre-market, this is the level of clarity I want, a structure that makes sense, that gives me a realistic window into the path forward, and that shows where the pressure points will be before they appear in real time. It is slow work, unglamorous work, yet it is the kind of work that gives you control later when speed matters.

Eazy Evening ✌️

01/12/2025

Sometimes you wake up and something clicks, today was that day. I went back into the core marketing campaigns and realised the architecture wasn’t fully woven in yet. It worked, but it wasn’t the system I actually built.

Every GoEazy® campaign starts from the same structure. You choose the Mood, then the Rhythm, then the State, followed by the product type. If it’s a crossover project, you can combine multiple moods, rhythms or states, which is why there’s a GoEazy option as well. From there the concept shapes itself. It gives enough structure to stay coherent, and enough freedom to move across categories.

Focus, Energy, Calm, Chill and Buzz cover the full spectrum properly, so anything we create can sit under them without forcing it. More fluid, less fixated, and much closer to the real architecture behind the brand.

Keep in mind this is the longer-term game plan, the groundwork you sharpen before things scale. It saves a lot of time and money later.

25/11/2025

First principles

Most people think of physics, rockets, reducing things down to atoms. But there are first principles on the human level too.

When I rebuilt GoEazy® (revamp not live yet), I stripped everything back until only the essential foundations remained. Those foundations turned out to be very simple:

Mood Rhythm Choice™

Mood is the emotional baseline you start from. Rhythm is the pattern and tempo you live in. Choice is how you shift or realign the state.

Taken together, they form the human first principles underneath how we actually function. They’re the exact order the GoEazy architecture is built on.

That’s why the formula works, not as a scientific law, but as a clean compression of the system:

Mood × Rhythm = State
Choice directs the outcome.

Every SKU sits inside that structure. The narrative makes sense because the foundation makes sense. The foundation makes sense because it’s built from first principles.

23/11/2025

I’ve had my kids with me more this past week than in the last six months, and it made me genuinely happy. It also reminded me why I eased off the gas right before they came. My output was sky high again, long days, full focus, switching between disciplines at a pace that isn’t meant to be permanent.

Someone even said: “You’re going hard again, aren’t you.” They weren’t wrong. I can sometimes create something in a couple of days that would normally require a full team, a real budget and a few weeks. It demands a lot cognitively, simply because I’m doing ninety-nine out of a hundred things myself.

I’m also not in the financial position yet to bring in external leads, so for now it’s just me. That’s the reality. That said, I wanted to rebuild almost everything myself in this revamp anyway, so that when people eventually come on board, I’m not guessing. I know what I’m talking about, and I know where the bar needs to be.

I know my framework can look abstract from the outside. Mood Rhythm Choice™, the formula, the structured abstract art… for some it looks unusual, for others it makes complete sense. It’s built from first principles… IYKYK

This week I shifted things deliberately. Barely trained, slept more, went to bed earlier, kept my energy steady instead of pushing. It worked. I feel sharper again, calmer, more stable.

You can talk about Go and Eazy, but you shouldn’t forget to actually switch modes yourself once in a while too.

Eazy Evening (for real lol) ✌️

20/11/2025

Level 36, celebrating it with my two favourites.

Eazy Day ✌️

18/11/2025

I always thought silence would help me reset. This week I realised it never actually quite did.

Light input calms me more, like classical music in the background or putting lines on paper until they start to form something coherent. It slows my mind down in a way silence almost never managed to.

It might seem as a small realisation, but for me it’s an important one.

Honestly, when you can distil your entire brand philosophy into a single formula: Mood × Rhythm = State, you also know you’ve been operating at full capacity. That level of output doesn’t happen in half gear.

So now I’m taking a small step back. Not stepping away, just getting the rhythm right before moving into the next phase.

GoEazy®

17/11/2025

Art Direction | The artistic direction behind GoEazy®

15/11/2025

Mood × Rhythm = State
Built from first principles

GoEazy®

Adres

Middelburg

Openingstijden

Maandag	09:00 - 17:00
Dinsdag	09:00 - 17:00
Woensdag	09:00 - 17:00
Donderdag	09:00 - 17:00
Vrijdag	09:00 - 17:00

Website

http://www.petarkruit.nl/, http://goeazy.co/

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