Detoxifying the chemical industry with algae

Origin by Ocean, a Finnish biotech company, had developed a patented process to refine invasive algae blooms, a massive environmental waste product, into an abundant resource for various industries. However, the complexity of their story was hindering its international appeal. There was confusion about their offerings and their environmental focus led some to perceive them as an NGO.

The main challenge was to create a simple and compelling brand story for Origin by Ocean that would appeal on an international level, particularly to potential investors, partners, and consumers. They needed a clear brand strategy, as well as a digital hub that could explain their unique process and wide range of products.

After conducting workshops and customer profiling, we found that the environmental story was overshadowing the industrial potential of the company's products. Their key audiences, decision-makers in the chemical industry and R&D, were confused about the offering.

Origin by Ocean's strategy was centred on a new concept: activist industrialism. The goal was to position their products as a viable and preferable alternative to oil-based compounds in the chemical industry. The new mission, "Making the chemical industry run on algae," was introduced.

We built a complete brand from the ground up, starting with Origin by Ocean's story, vision, mission and values. A multi-channel digital content strategy was deployed, complete with vibrant videos and technical specifications and a full website experience built on HubSpot.

The company's algae-based ingredients were branded with a versatile and ownable naming system, each ingredient named a version of "blue." This established a clear connection between Origin by Ocean's products and the health of our oceans.

The rebranding and focused marketing strategy resulted in significant media coverage from international and local outlets such as BBC and the Financial Times. Origin by Ocean saw a growth in partnerships, notably with coastal countries like the Dominican Republic. Additionally, the company received new funding totaling €7.5 million, paving the way for a future industrial-scale algae refinement plant. Our rebranding efforts positioned Origin by Ocean as a leader in the algae-based chemicals space, driving company growth.