Refreshing a brand to tap into consumers

Cyclopure wants to make your tap water drinkable again. Utilizing novel science (corn, actually) to remove nasty “forever-chemicals” now found in our water supply, the growing company was ready to remove the lab coat and goggles that defined their early B2B approach as it prepared to capture the consumer market.

Brand Session

Photography, Illustration, and Animation Coordination 

Website Strategy, Design and Development

Packaging Design

Launch Guidance

Stationery and Collateral

Social Media Coordination

Ongoing Consulting (Brand Management, Marketing)

Consumers are (generally) not technical


With first and second round funding in hand, and preparing to launch its first consumer-facing product, Cyclopure knew that its existing brand was overly functional and based on tech speak. The brand was directed at its early audience of scientists and other B2B friends, but needed to evolve to connect with its new consumer audience. 

Additionally, the industry was (literally) watered down with very few stand-out brands. Cyclopure did not want to get lost in a sea of water brand sameness.


With a mission to make water safe for everyone, everywhere using breakthrough purification technologies, we wanted to see the brand express this human vision and identity throughout the company’s communications.

We repositioned the brand from science and tech to consumer health with sustainability at the forefront. The new Cyclopure identity leads with optimism and a focus on the health, environmental, and economic benefits enabled by pure water. So, while the company is tackling an issue of global importance with seriously complex science, the overall tone speaks to real people to address concerns and create trust in its solutions.

Tap into the bigger mission

Responsive WordPress Website

Brand Guide and Asset Library

Business Cards and Stationery

Consumer Dashboard


  • $4+ million of new funding led by QUALCOMM co-founder Dr. Irwin Jacobs
  • Selected as a 2019 Top 10 Start-up to Watch by the American Chemical Society’s C&EN

“The Fins? Wow. They swarm on you with creativity. In the best way. Their process is immersive; no delays where creativity can go stale. First, they deconstruct to find identity; then the design team brings that identity to life. They took the brand digital and designed a website tailored to our values, mission and service. My team is so proud of our look. That internal lift is value in itself. We are locked in with Four Fin; permanent residents of Fin(land).”

– Frank Cassou, CEO / Co-Founder of Cyclopure

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