Hoopsy
Crafting a sustainable brand for a women's health startup revolutionizing pregnancy tests.
Every year, pregnancy tests generate over two million pounds of plastic waste in the US and 150 tonnes in the UK alone. Hoopsy created a genuine solution to this environmental crisis, but they recognized their brand needed to evolve. Their original identity felt too playful for one of life’s most pivotal moments. When women are waiting for potentially life-changing news, they need a brand that feels as trustworthy and reliable as it is environmentally friendly.
We evolved their entire brand ecosystem from logo to shelf presence. The refined wordmark now works beautifully at small sizes while maintaining approachability, crucial for both pharmacy shelves and digital touchpoints. Replacing overlapping hoops with infinity symbols speaks to enduring hope and continuous care for the planet. The shift from coral and teal to earthy greens with vibrant accents reflects their environmental mission without sacrificing warmth. The packaging transformation was equally critical—moving from cute to confident while ensuring the product stands out in crowded retail environments. The result is a comprehensive brand experience that leads the sustainable femcare revolution with confidence and genuine care.
“I worked with Alfa Charlie on a refresh of my brand, Hoopsy. Right from the get go they understood what I was trying to achieve with the brand. The first iteration of the new brand design look was spot on, we just needed to tweak the colours. The team were a total joy to work with and I totally recommend them. The first iteration of the new brand design look was spot on, we just needed to tweak the colours. The team were a total joy to work with and I totally recommend them.”
Hoopsy’s new website brings the brand to life with clarity, and purpose. We created a digital experience that reflects their elevated visual identity while making the sustainability story compelling and accessible. The new e-commerce platform serves both global customers and wholesale partners, with improved structure, intuitive flow, and a thoughtful blend of storytelling and function. The result is a seamless extension of the brand at hoopsy.com.
