PROJECT DESCRIPTION
Flossing sucks. It’s boring, gross, sometimes painful and a process that hasn’t changed in the two centuries since its invention. Wanting to bring some enjoyment to an everyday chore, Flaus is reimagining the oral healthcare space, starting with the world’s first planet-friendly electric flosser targeted to a Millennial audience.
Flaus wanted to create a brand that would bring flossing into the 21st century but also rise above the swathe of superficial and “trendy” millennial brands emerging as part of the oral beauty boom. This meant bringing their environmental ethos to the front without falling into stale “eco” tropes.
With the proposition of “inventing a better future for people with teeth” as our launchpad, the seed of Planet Flaus was planted – a better future of ingenious, human-centred design that does good for you and the earth. Led by illustrated scenes bringing the Flaus values to life, we crafted an identity referencing retro-futurism—part science-fiction, backed by science-fact—with a rebellious tone of voice, bold design system, upbeat photography, plastic-free packaging and an engaging online experience.
With the new brand in place, Flaus has undergone a highly successful investment round, helping to establish them as the market leaders of the oral beauty category.
PROJECT INFORMATION
Entry Type: Single Entry
Channel: Cross-Media
Primary Role of the Designer: Designer as brand steward
Client Relationship: Unknown (NA) / Other (if other, please explain) Project-based engagement and relationship
Intention of the Project: Re-launch, redesign, or update of an existing product, service or program
Development Budget: Decline to state
Production/Execution Budget: Decline to state
Source of Funding: Client
Typefaces:
Paper:
Materials:
CREDIT INFORMATION
Creative Director: Dari Israelstam - Executive Creative Director; Ali Ozden - Creative Director
Art Director: Ali Ozden; Lucy McGinley
Designers: Lucy McGinley
Researchers:
Developers:
Copywriter: Cat Wall; Amy Scott
Illustrator: Mitch Eaton - 3D illustrator
Photographer: Tobias Rowles
Printer:
Producer:
Other Credits: Kristen Walsh - Client Service Director; Laura Brown - Senior Account Manager; Untangld - Brand Strategy; Chloe Wilson - Prop Stylist; Oriana Deluca - Wardrobe Stylist
Flaus Brand Identity
Category
Brand and Identity Systems
Description
Winner - 365: AIGA Year in Design (2022)
Title: Flaus Brand Identity
Design Firm/Agency: Universal Favourite
Client Industry:
Client Location: New York, New York, USA
Juror Comments
“This visual identity packs a pleasant surprise at every turn. It begins with a cleverly designed logotype, and evolves into a captivating world that injects a sense of novelty into oral hygiene. The clever use of copy adds the final touch, creating a compelling story for the brand.”
Self-Identified Distinctions: Design for Good - Environmental Sustainability
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