(Est. 2015, previously Optiat) Upcircle is a sustainable skincare product company in the UK that makes its 100% natural products in part from repurposed coffee grounds.
The brand’s original name, Optiat, is an acronym for ‘one person’s trash is another’s treasure’, but as Orlaith Wood of Reed Words explains, it just wasn’t working. She says: “It’s an interesting name but only once you’ve learnt what it means. It needs explaining, which makes it too forgettable to anyone who doesn’t understand it.”
Wood says: “The word UpCircle captured the idea of positively re-using old things, with the ‘up’ element suggesting an elevated, uplifting purpose.”
Based on the new positioning and new brand name, the core design idea focused on integrating the idea of “All round better skincare” and circular economy into the visual identity, creating a unified and consistent brand message.
The result is a consistent look and feel that unifies the company’s products, and a well-defined in-depth brand story and values that improve the brand’s focus. The clear and simple design ethos for UpCircle ensures that the brand sits comfortably among the new generation of beauty brands that are aesthetically tuned to stand out.
Images (opinion after)
The old name was very weird without the explanation that it stood for “one person’s trash is another’s treasure”, which then made it fairly interesting. The new name sounds more like a corporate initiative than a consumer beauty product brand made from natural ingredients — I get the reasoning behind the name but I feel like there is a lack of emotional connection. The old logo was a nice piece of typography; the stenciling of the “O” was kind of gratuitous but looked nice. The new logo looks good too and I like the scribbling-circling energy it has but I’m not sure what the design has to do with the product or the name. The logo on the packaging and the packaging itself is all pretty cool, with a great color palette and good balance of the elements but product, name, and visual vocabulary seem like they are for three different things — each of them good on their own but not quite as a whole.