All posts by CircleUp

CircleUp is a technology company that provides capital to innovative early-stage consumer brands and opportunities for leading investors to participate in their growth.

Inside the Deal: How Miyoko’s Kitchen Found a Perfect Match

 By: Brett Epler When Miyoko’s Kitchen arrived at CircleUp, the gourmet vegan cheese brand already had a term sheet on the table from an interested institutional investor. She wasn’t short on investor interest, but founder Miyoko Schinner and her team wanted more than money—they wanted an investment partner who could bring long-term strategic guidance and relevant ...

How to Redesign Your Logo Without Wreaking Havoc for Your Brand

Why is redesigning a logo so risky? There’s something about logos that fascinates us. Brands try to encompass everything they stand for in a single stamp. It’s stressful and sensitive work. Customers view logos as a mark of familiarity by attaching meaning to the little image. This makes it disappointing when a new logo fails ...

Lemonade Shows How Global Domination Starts At Home

We thought we’d grown up, but suddenly, we’re all sitting in a cafeteria again. Except this time, it’s sleek. Why? People are busier than ever—with higher standards for food than ever. They want a top notch menu with changing options, but don’t necessarily want the bells and whistles typically associated with great food: white tablecloths, ...

Founding Figures: Sheryl O’Loughlin, CEO of REBBL [video]

An intimate conversation with Sheryl O’Loughlin, former CEO of Clif Bar, Co-founder of Plum Organics, and current CEO of REBBL. Sheryl shares her wisdom and experience as a successful entrepreneur and tells it like it is: If you don’t invest in your wellbeing, your business will not succeed, nor will you. Sheryl recently published Killing ...

You’re Funded, Now What?

For the past few months, closing your deal with investors was your end point. At times, it looked like a big, locked door, and at others, it was a light at the end of a tunnel. But now, you’re there. And you’re not alone. Your new investors are here too. Dusting down their jackets. They’re ...

The 4 Crucial Metrics Investors Need to Know About Your CPG Company

 By: Melissa Goodhart “So, how does your growth compare to the industry median?” your potential investor asks. He waits on your video screen. Blinks. You hadn’t prepared for that question. You consider slowly closing your laptop and pretending that the power cut out. Luckily, there’s something you can do to avoid that stomach-dropping moment. Investors will ...

Why Chubbies Chose Video

After raising $9 million in a Series A round in February 2016, Chubbies — the short-shorts brand — invested heavily in brand strategy. “We’re really investing in a content engine,” is the way co-founder Kyle Hency describes it in an interview. It all starts on the Chubbies website. The shorts are front and center, but so is ...

Behind the Raise: Meet Miyoko Schinner, Founder of Miyoko’s Kitchen

Company Name: Miyoko’s Kitchen Investors: JMK Consumer Growth Partners, Obvious Ventures, Stray Dog Capital, CircleUp Growth Fund Recent Raise: $6 million series B Miyoko’s Kitchen is the brainchild of vegan, chef, and animal rights activist Miyoko Schinner. With freshly minted capital raised on CircleUp, Schinner is aiming to edge her brand’s gourmet, plant-based cheese — as well ...

How the Founders of Happy Tree Are Using Data to Grow Their Brand

You can’t start a maple water business without first tapping a tree and seeing what comes out. Ari Tolwin was working as a consultant at McKinsey when he discovered his new passion. One weekend, he decided to visit his brother, Chaim, in the Catskill Mountains. Chaim was making maple syrup and asked Ari to help. ...

Brand Evolution: How to Be the One That Lasts

As times change, iconic brands seem to stand still. Coca-Cola’s signature red background and white cursive has withstood world wars, economic depressions, and innumerable trends in the beverage industry. But look closely and great brands are the ones in near-constant flux. To be iconic you first need to be innovative. Coca-Cola’s trademark red and white ...