With a £50K investment from Dragons’ Den in the bag, sustainable skincare business Optiat came to us for a refresh.

The UK chucks away 500,000 tonnes of coffee grounds every year. For the past three years, Optiat has been rescuing some of it, and turning it into brilliant beauty products – like its iconic body scrub.

In September 2018, founders William and Anna put their business to the test on Dragons’ Den –  and negotiated an impressive deal with Tej Lalvani and Touker Suleyman. The one condition? They overhaul their brand and packaging, which were seen as inconsistent and confusing.

And that’s where we came in.

A new name

The brand’s original name, Optiat, is an acronym for ‘one person’s trash is another’s treasure.’ An interesting name, but only once you’ve learned what it means.

They needed something less confusing (Touker thought it was an eyewear brand), with a stronger link to what they do.

UpCircle came out of our three-stage naming process and a deep dive into the brand’s focus on sustainability and promoting a circular economy. The word UpCircle captures the idea of positively re-using old things, with the ‘up’ element suggesting an elevated, uplifting purpose

Shelf appeal

Name decided, we cracked on with UpCircle’s verbal identity, while Studio More took care of the design. We wrote the tagline ‘All round better skincare’ which ties in nicely with the name. And we created copy for all of their packaging, focused on boosting the shelf appeal of UpCircle’s products in the crowded skincare sector. Plus social media copy guidance, and packaging and newsletter templates.

The decision to relaunch a brand is a big one, especially when you’ve already got a tribe of followers. But UpCircle’s new look and feel has been met with an overwhelmingly positive reception, from even its most loyal fans.

Of course, we never doubted it would be any other way.

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