Flöde

Branding & Identity

2 Weeks

Flöde is a premium home and lifestyle brand that blends technology with elegance, offering smart bathroom and wardrobe solutions.

The Idea Behind It

Mornings and nights are my moments of pause, yet small inefficiencies disrupted their flow. I wondered—what if getting ready felt effortless, more intuitive?This video encapsulates the feeling I envisioned—its moments heavily inspired the brand, shaping how I wanted getting ready to feel.

The Process

Final Iteration

Logo Breakdown

Flöde comes from the Swedish word for "flow," symbolizing the smooth rhythm of daily routines and getting ready.

X =

The ‘ö’ adds uniqueness and balance, staying true to the Swedish spelling and enhancing the logo's distinct identity.

The ‘d’ with its curved extension represents movement and fluidity, capturing the brand’s essence.

Brand Assets

The logo uses Ofelia Text Bold, with custom touches to the “f” and “d.” The flowing “d” embodies fluidity, while the inverted “l” in “f” brings balance, creating a cohesive, modern aesthetic.

The secondary typeface: Fieldwork Geo complements the main logo by adding a modern, structured touch that enhances clarity and balance.

Typography

Color Palette

The color palette reflects Flöde’s balance of sophistication, warmth, and modernity. The primary colors—deep blue, soft cream, and airy white—evoke a sense of calm, elegance, and fluidity. The secondary hues—rich gold, black, bold red, and deep green—add depth, contrast, and a vintage-inspired vibrancy to the brand’s aesthetic.

Brand Marks

The Flöde motif reflects effortless sophistication, maintaining harmony across touchpoints while reinforcing the brand’s commitment to innovation and elegance.
Another prominent mark are the dynamic "O" and "D" in the Flöde logo embody fluidity and precision, seamlessly merging form and function.