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.

What They Got
Brand Strategy
Visual Identity 
Brand Messaging
Website Design and Development 
Packaging Design
Custom Illustrations
Photo Production
Branded Collateral

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

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