The UK bins 500,000 tonnes of coffee grounds every year. Since 2015, UpCircle (formerly Optiat) has been turning some of it into brilliant beauty products. Working with Studio More, I helped to rebrand the businesses, including finding their new name, writing packaging copy and creating their verbal identity.
The tagline ‘All round better skincare’ ties in with the name and circular economy mission.
The elevated, minimal packaging copy helped boost UpCircle’s shelf appeal in the crowded skincare sector. In the year after the rebrand, the business went from online-only to being stocked in Whole Foods, Sainsbury's, Boots and Holland & Barrett among others.