"Dragons' Den startup Optiat made a name for themselves by using recycled organic material in premium cosmetics. But, in order to foster growth, the brand needed a rethink. The newly named UpCircle highlights the company’s focus on the circular economy, emphasising its sustainability credentials. The visual identity is a lovely upgrade that should appeal to Millennials and Gen Z-ers. The wordmark looks handwritten, with jagged circles wrapping round it. The packaging uses soft tones and simple, to-the-point copy with minimal visual cues to focus solely on the products’ themselves."