The Humane Fly Deterrent


Flies pose more than just a nuisance; they can carry diseases and disrupt the tranquillity of our homes. Traditional fly control methods often involve harmful chemicals that endanger our health, (especially for those with respiratory conditions like asthma) and contribute to environmental degradation. BuzzyGo was envisioned as an inherently safe, pet, and child-friendly solution to this age-old irritation. BuzzyGo was born from a vision to create a solution that not only deters flies but also preserves life and reduces reliance on harmful sprays. The collaborative efforts of the BuzzyGo team and Optima spanned over six years and comprised extensive research, design, prototyping, testing, modification and optimising of the design for mass manufacture.


The BuzzyGo team in conjunction with Optima invested thousands of hours in researching fly behaviour, anatomy, and psychology to understand how to disrupt their instinct to enter living spaces. This research-driven approach informed the development of an innovative solution that diverges from traditional extermination methods.
Over the course of six years, the team iterated through nearly 30 versions of BuzzyGo, refining and perfecting its design to create the most robust, stylish, and effective fly deterrent on the market. The result is a simple yet sophisticated product that leverages scientific insights to address the problem at its root. BuzzyGo prioritizes safety for both humans and the environment. By eliminating the need for harmful chemicals and sprays, BuzzyGo offers a safe, pet, and child-friendly solution to fly control. Moreover, its sustainable design reduces reliance on disposable products, contributing to a greener future.


The final product comprises of two injection moulded components. The principal Polycarbonate dome features an array of optically developed surfaces, On entering the BuzzyGo the light is refracted and multiplied, then reflected back out through the transparent lenses. The effect is accentuated by a unique insert layer of convoluted facets. As a fly approaches the BuzzyGo, it is hit with a bombardment of magnified light and shadows, combined with its own compound eyes (that see in multiples of images) its sensory system is overpowered, becoming disorientated the Fly retreats, sensing a threat.

At Optima we developed a wide array of concepts which were refined to eliminate unnecessary engineering complexity. We prototyped several iterations for testing and also provided specialist advice on material usage, manufacturing specifications and sourced both tooling and moulding for the BuzzyGo product.

BuzzyGo have a Kickstarter campaign that has reached their target in just 3 days! More information on how to support this can be found here:


Working with Optima on developing BuzzyGo was a game-changer. The team of designers and engineers went above and beyond to understand our vision and turn it into a reality. Their friendly, approachable nature and problem-solving skills made the entire process seamless and enjoyable. Optima’s commitment to excellence is evident in the quality of their work, making them not just service providers but invaluable partners in innovation. For anyone looking to breathe life into their product ideas, Optima comes highly recommended.

Harvey Williams, Co-Founder of BuzzyGo

Services Used

Engineering Design

More arrow_forward

Concept Generation

More arrow_forward

Concept Development

More arrow_forward
Share this Case Study

Related Case Studies

Schweppes Bottle

More arrow_forward

Solar LED Bollard Light

More arrow_forward

TTS Educational Toys

More arrow_forward
View all Case Studies arrow_forward