New name leads rebrand at BCorp stationery company Once Upon A Tuesday
Stationery, greetings, and calendar company Once Upon A Tuesday has announced its rebranding as Good Tuesday in time for its appearance at Top Drawer this weekend.
The Cornwall-based business known for its design-led and eco-conscious products was founded by Michele Ferron at her kitchen table in 2020 and has already grown significantly – becoming BCorp certified back in February, featuring it heavily on its stand at London Stationery Show in May.
“It’s been an amazing few years,” Michele said, “and the name Once Upon A Tuesday has served us well – it was accidentally dreamed up by my then eight-year old daughter but, as she’s growing up, so are we.
“Lots of people have loved the name, except for every delivery driver who has ever delivered to us, and have called us Once Upon A Time…every time!”
She said they have “a great affection” for the name but it was time for a change to “simplify our identity and enhance our communication efforts”.
The new name also comes with a fresh brand identity, including a revamped website where customers can explore the full range of products and learn more about the brand’s story, values, and vision for the future.
“Good Tuesday captures the essence of who we are today – optimistic, approachable, and deeply committed to the values that have guided us from the beginning,” Michele added.
She explained that the rebrand began with a look at the logo, and that led to the realisation that a new brand identity was needed, which led to questions over the name, with all the team involved in the discussions.
“We started with some name variations in the running, some wobbles were had, and we feel Good Tuesday reflects us well and hopefully will be far more iconic going forward. It feels positive, dynamic and down to earth, reflecting what we feel is us, as a collective.”
The new eight-point asterisk logo signifies the company’s core values of kindness, honesty, excellent, efficiency, collaboration, curiosity, sustainability and joy.
With partner Angus, Michele is very proud that the company was the first stationery brand to become a certified BCorp – as can be seen in the video above, joining a growing group of companies reinventing business by pursuing purpose as well as profit, through B Lab, the not-for-profit organisation behind the B Corp movement, having met rigorous social and environmental standards which represent its commitment to goals outside of shareholder profit.
Good Tuesday is exhibiting on stand S28 at Top Drawer, which takes place on Sunday, Monday and Tuesday, 8-10 September, at London’s Kensington Olympia. For more show information and to register to attend click here.
