Circular Economy Centered Project


Strategy Design | Systems thinking | Business models | Behavioral Change

With my background in behavioral design has helped me approach circular design projects by understanding how user behaviors, habits, and decision-making influence the adoption of sustainable practices. By applying behavioral insights, I’ve been able to design interventions that encourage resource reuse, waste reduction, and long-term engagement with circular systems. This perspective allows me to craft solutions that not only prioritize sustainable materials and processes but also drive meaningful behavioral shifts toward more regenerative consumption and production models.




Java Cup is a B2B cup sharing system that works with existing consumer behaviours, making it easy to be sustainable on the go. The system works across large coffee chains, SME's, and independent cafés through a monthly subscription service that includes a stock of reusable cups and supports the sharing service.







The UK coffee market is heavily reliant on single-use paper cups to package takeaway coffee. The composition of these cups means that they cannot be recycled and therefore go landfill. As a result, this linear system contributes to the emission of greenhouse gases and the infiltration of microplastics in Earth's oceans. Solutions like reusable cups have attempted to curb this environmental problem; however, their adoption rates are low due to the inconvenience of cleaning and carrying them after each use.Therefore, to tackle this environmental problem and achieve widespread adoption, the coffee industry needs to implement circular systems that work with consumers' existing behaviours and their desires for convenience. We began by analysing existing forms of coffee packaging to understand their embodied energy, CO2 footprint, and end of life potential. We focused our attention on paper cups as they are the most common form of packaging and are unrecyclable. Then we analysed the lifecycle of single-use cups for consumers and businesses, identifying key touchpoints and leakages within the system. This analysis identified that the material composition of single-use cups and the convenience of disposing of them were the critical factors for development.From our research we developed the Java Cup, a reusable and bio-based cup made from corn starch that could be repeatedly used and fully recycled whilst maintaining the mechanical properties of existing cups. Java Cups feature localised artwork as an interactive layer for consumers to express themselves and their neighbourhood. The Java Cup works within the Java System, which operates across large coffee chains, SME's, and independent cafés through a monthly subscription service that includes a stock of reusable cups and a daily cleaning and redistribution service. This system means that consumers can dispose of their cups at any participating store, which is incredibly convenient in high-density areas where coffee shops can outnumber public bins.


Circonomy

Branding | UI/UX | Strategy | Web design | Figma

Circonomy is a global community of passionate individuals we call “Circonomists” who co-create circular-economies centred on any given material such as plastics.





These communities are co-managed in a decentralized fashion with the purpose of empowering the individuals within these communities to be self-sustaining. Web3 technologies + Cooperative business models + Circular culture & systems = The future of how we produce & consume or take & make & remake in the 21st Century!




To see more of the web design layout of this project check out  the prototype here!


Phat Plastic — A fashion lifecycle system designed to bring brands into the circular economy

Branding | Systems Thinking | Strategy 






Phat Plastic is a complete cradle-to-cradle system that helps brands transition towards the circular economy. It consists of  innovations across the material, production, management, and recycling of garments, allowing brands to reduce their CO2 output by 80% compared to regular polyester garments.



Currently, less than 1% of clothes are recycled, and 87% are either incinerated or sent to landfills, meaning that the fashion industry contributes to 10% of global CO2 emissions. Even more, the fashion industry is causing immense ecological damage through pollution, deforestation, and desertification.The fashion industry has failed to take a systems approach to tackling this problem, meaning that although there have been innovations at various stages of the fashion lifecycle, there has been little development of a fully circular and economically viable system. Therefore, we used a systems design approach, consulting with key stakeholders in material science, fashion design, commercial management, and recycling, to analyse existing problems and opportunities for development. Through this, we developed Phat Plastic.Phat Plastic is circular fashion lifecycle management system that works with brands to produce garments, specifically designed to recycled and incorporated back into supply chains. By focusing on the production, management, and recycling of garments for partner brands, this system allows brands to double-down on their core propositions without neglecting environmental concerns.

A cradle-to-cradle system

Garments are produced using PHA - a novel bio-plastic with comparable properties to polyester but with substantially lower environmental impact. Garments are manufactured using electospinning, a waste-free method that jumps straight from material to garment in a single step. This method allows the creation of novel designs and seamless constructions, whilst reducing the intermediary partners in the supply chainPhat Plastic garments carry a unique ID on their label allowing both brands and their customers to access a garment’s metadata - ensuring that it is genuine and is sustainably made by Phat Plastic. Garment ID's are associated with tokens that are powered by a distributed ledger network. These tokens carry a monetary value tied to a garment, allowed them to be traded by partners of the system, therefore providing an incentive to care for and eventually recycle garments.This additional layer to the Phat Plastic system provides liquidity, allowing brands to responsibly manage overstock knowing that unsold garments can be traded back. Phat Plastic recieves all pre and post-consumer waste and recycles them back into PHA from which new garments can be produced. In this way, we can avoid waste and reduce emissions by incorporating recycled content into new garments.
In exchange, customers recieve credit that can be spent on Phat Plastic products under partner brands. When customers redeem their credit at partner brands or retailers, we renumerate the amount spent. With this system, customers are incentivised to recycle their garments and return back to partner brands and retailers to shop for sustainable clothes.



Designed in partner with industry experts

We were supported by mentors from Imperial College Business School who advised on the project. Throughout the development process of the Phat Plastic system, we reached out to over 80 experts within the fields of fashion, business and chemistry. Through interviews, surveys, and a trial-run of the returns system, we identified opportunity areas and validated insights. This research was paired with business proposal to attract potential investors. It comprised of market analysis, a 3-year financial plan, and a roadmap to scale the system. In addition, we established an instagram page gather insights from potential users directly, and drive traffic to our newsletter.










Regenerative Music Economy – A Circular Model for Music NFTs


Branding | UI/UX | Strategy | Web design | Figma



Design a Music NFT ecosystem that incorporates circular economy principles, ensuring that digital music assets retain long-term value, promote ethical consumption, and minimize waste in digital transactions.


Background


The rise of Music NFTs has reshaped digital ownership, allowing artists to directly monetize their work while giving fans a stake in music assets. However, the current NFT model often lacks a sustainable lifecycle, leading to speculative trading and high energy consumption. This project explores how circular economy principles—such as reuse, regeneration, and closed-loop systems—can be applied to Music NFTs to create a more sustainable, fair, and community-driven music ecosystem.
Objective
Design a Music NFT ecosystem that incorporates circular economy principles, ensuring that digital music assets retain long-term value, promote ethical consumption, and minimize waste in digital transactions.


Key Design Challenges

  1. Longevity & Reusability – How can Music NFTs be designed to avoid obsolescence and encourage continuous circulation rather than speculative hoarding?
  2. Regenerative Royalties – Can royalties be redistributed dynamically, benefiting artists, producers, and even fans over time?
  3. Upcycling & Remix Culture – How might Music NFTs be reworked, remixed, or collaboratively owned to create a culture of co-creation?
  4. Sustainable Technology – Can blockchain protocols and smart contracts be optimized for low-energy and carbon-neutral transactions?
  5. Fan Engagement & Value Creation – How can fan participation in a circular music economy be rewarded beyond simple ownership, fostering deeper community ties?

Possible Solutions & Directions

  • Fractional Ownership & Smart Contracts: A system where royalties cycle through different contributors based on engagement or usage.
  • NFT Upcycling: Fans can remix, sample, or contribute to existing NFTs, generating "second-life" music assets with new value streams.
  • Regenerative Subscription Model: Instead of a one-time purchase, Music NFTs could operate on subscription-based co-ownership, where funds continually support artists.
  • Carbon-Negative NFTs: Partnering with sustainable blockchain solutions that offset emissions through green energy or environmental restoration.
  • Fan-Driven Circular Economy: Rewarding listeners who engage with music NFTs in sustainable ways, such as lending NFTs for limited use or trading within a closed ecosystem.



Deliverables

  • A conceptual framework for a circular Music NFT ecosystem
  • A prototype or service blueprint for how Music NFTs could function sustainably
  • Potential use cases and business models aligned with circular economy principles
  • Link to the Figma Prototype


Impact & Next Steps


This project has the potential to reshape digital music ownership, ensuring that artists and fans benefit from a more equitable and sustainable economy. By applying circular economy thinking to Music NFTs, we can move beyond speculation and scarcity models toward a regenerative and collaborative digital music landscape.