![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/9b6df2bf-9d82-422b-969b-58757aeda3ed_rw_1920.jpg?h=857adbeeaf9858051d67008706d8ed0f)
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.
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/1d0c23ab-586b-4c3a-861f-bd6cc9865daa_rw_1920.jpg?h=4b7502d40706a2c4ac61b91419691e9d)
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/cefd989e-046c-408e-a058-91a845b00d67_rw_1920.jpg?h=9f0eba424df7e0c777f8a284d279d3f0)
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/8369e155-111c-40fe-82a6-822e610488b1_rw_1920.jpg?h=bda29496228577afb91e8f309309612b)
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/48e236f7-49bd-4fa0-ae2d-28040e4d9dc6_rw_1920.jpg?h=dfe4a290fecde895b174564e9f37a96c)
The tagline ‘All round better skincare’ ties in with the name and circular economy mission.
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/2f214c59-3fa5-4cf4-86b2-72378db0b6ef_rw_1920.png?h=29fa9604a57fa47800e718de562a05d4)
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.
![](https://cdn.myportfolio.com/71a638a0-a303-4290-b9f2-898a79af3204/2747e02f-df8b-4113-8fa2-3c65c42d60d4_rw_1920.png?h=d2b90d38c664fad7ee74150464d573c8)