London agency Studio More has helped make one man's trash into another's treasure, creating the visual identity and brand strategy for Optiat, an "upcycled" coffee body scrub made using discarded coffee grounds. Dubbed ‘Nature Friendly Beauty Company', Optiat's look aims to "differentiate it from other coffee scrubs", according to Studio More.
Simple black illustrations are used as on-pack graphics to denote the type of product inside, so we see clinking wine glasses for the "Potent Peppermint" scrub for hangovers, and a little dumbbell for the "Lemongrass Lifter" pick-me-up variant. There's a nod to the ingredients in the pack design, too; which sets little black flecks against a white background. A refined and rather classy typeface stops the images and bright, playful colours from straying into cutesy territory.
"Optiat had an inspiring set of company values, but lacked clear definition as a brand," says Studio More. "They needed a clear strategy to transform their identity from upcycled waste to trustworthy beauty brand."