About Us


You can get so confused that you’ll start in to race down long wiggled roads at a break-necking pace and grind on for miles across weirdish wild space, headed, I fear, toward a most useless place. Dr Seuss

I am Carin Dean-Wales and I have passionately lived the life of an entrepreneur and environmental and social advocator. I studied a degree in languages, travelled the world extensively, have written prolifically and decided I was too opinionated to become an interpreter.

So I took my moral imagination and unleashed it on the marketplace.

I have owned and run a branding business called Scarab Origination, which focuses on involving, and engaging brands soul to soul to creatively find the right solutions to a socially, economically and environmentally sustainable world. I am a director in a company which produces clean sustainable fuel and powastoves to provide electricity to off-grid households in developing countries. And I co-founded Mawu Water – a trendy alternative to bottled water .

But most importantly, I am a mom to my beautiful boy Sebastian.

When my son was 9-years old his school suggested I put him on to Ritalin to “help him focus”. But, while we have have our very own pie chart of statistics we fall into, this was not a piece I was willing to bite into. And anyway, it gave me another cause to relentlessly mine. Another little door to open into a wonderland of fact I’d never before explored. Oh, the places I could go!

I took every rabbit warren I could find, I climbed mountains and travelled to foreign lands – neuroscientists and naturopaths, therapists and teachers, meditation and muscle testing. I explored it all. And I ended in the supermarket aisle. Somewhere between the Cocopops and ketchup. In the middle of a carnival of brands all buffed and preened in their cloaks of sugar and their under-garments of refined carbs. I’d found my honeypot, so to speak….

So, I’m going to tell you my story. The story of the neuroscientists and naturopaths. The secrets of the the supermarket aisles. I’m going to tell you about brands and balloney. And I’m going to tell you how I got my boy through school on chocolate mousse and donuts.

Grab a trolley and enjoy the ride.