Alchemy Goods transforms recycled inner-tubes into stylish, sleek, sustainably-produced bags and accessories. A term called  “upcycling”, this progressive start-up is helping make the world a better place. Picnic’s challenge was to assist Alchemy’s noble mission through their consumer website. Each recycled tire has an original donor with a compelling story. What better way for customers to feel part of the “upcycling” process by linking them to the origin of their purchase.



Each Alchemy product is assigned a donor, location, and story of origin. At point of purchase, each customer is encouraged to visit the Alchemy website, enter the donor number and learn about the unique journey of their purchase. Picnic worked hand-in-hand with the Leo Burnett brand team providing technical strategy, responsive design, and HTML5 development for this engaging web/mobile experience. Visit donors.alchemygoods.com and learn how to upcycle your spare bike tires into something wonderful. Lets all help Alchemy Goods complete the cycle!

  • Strategy
  • Responsive
  • HTML5
  • Design UX/UI
  • Database Integration


Alchemy Goods


Leo Burnett



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