Why We Rebranded: From Lusty to Grounded Goods

A story about clarity, courage, and circular design

Once upon a time in 2017, our business was called GoLusty, later, Lusty Reusable Product Solutions. We loved that name. It was bold, a little cheeky, and full of the energy that fuelled our early days.

But as we grew, something shifted.

We realised that the name “Lusty” didn’t reflect the heart of who we were becoming, a purpose-led, systems-focused, Australian manufacturing business committed to eliminating single-use waste.

So, we made the leap.
We let go of Lusty.
And we became Grounded Goods.

Why We Changed Our Name

GoLusty was born in 2017, inspired by a deep wanderlust and a desire to do things differently. We launched with beautiful reusable cups, like the Uppercup, and quickly carved out a niche in the sustainable product space.

But as we began partnering with universities, councils, and corporate clients, we kept running into the same friction:

• The name didn’t align with our brand of ethical manufacturing

• It lacked clarity in ESG or procurement conversations
  

We weren’t just a retail brand anymore, we were building full-scale reuse systems for major organisations. We were helping clients divert millions of single-use items from landfill. We were designing closed-loop infrastructure and recycling in-house.

We needed a name that told that story.

What “Grounded Goods” Means to Us

Grounded stands for our values: ethical, local, considered, and committed to real-world impact.
Goods reflect both the physical products we locally design and manufacture, and the good we’re trying to do through them.

Together, it’s a name that feels strong, clear, and honest. It tells our clients what we’re here for:

• Durable, Australian-made reuse products

• Circular systems, not greenwashed solutions

• Impact, not just intention

And best of all, it lands with procurement teams, with values-aligned customers, and with communities who care.

Only the name has changed, we have stayed the same, and so has our business.

• We’re still female-founded, still Australian-made, and still B Corp Certified

• We still offer beautiful, durable reusables for workplaces, universities, councils, and hospitality

• We still believe that reuse should be the norm, not the niche

Only now, we’re doing it under a name that feels as grounded as our purpose.

Have a question, or want to chat? Get in touch here!