“Getting ready is my cardio.”
⦾Branding & Identity
⦾ Research
Duration: 2 Weeks
Industry:
Product Tech
Target Audience:
Tech-savvy Homeowners, Early Adopters, and Smart City Residents.
What is Flöde?
A premium home and lifestyle brand that blends technology with elegance, offering smart bathroom and wardrobe solutions.
From intelligent mirrors to ambient lighting, Flöde transforms daily rituals into seamless, refined experiences.
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
The Brand Moodboard
Flöde blends vintage warmth with modern sophistication, crafting timeless spaces where function meets beauty, transforming daily rituals into effortless, indulgent experiences.
Keywords:
•Timeless
•Harmonious •Sophisticated
•Indulgent
•Innovative
The Logo
The Flöde logo was crafted with precision, embodying seamless flow and elegance.
The name “Flöde,” meaning “flow” in Swedish, reflects effortless motion, harmony, and the seamless integration of technology with refined living.
Final Iteration
Logo Grid & Color Palette
It is recommended that the height of the two dots on the "ö" in the logo be maintained around it at all times.
X =
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.
What does the Logo mean?
Flöde comes from the Swedish word for "flow," symbolizing the smooth rhythm of daily routines and getting ready.
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.
Typefaces
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.
The usage for these and hierarchy is defined in the Brand Guidelines available below.
Brand Identifiers
The Flöde motif reflects effortless sophistication, maintaining harmony across touchpoints while reinforcing the brand’s commitment to innovation and elegance.
The dynamic "O" and "D" in the Flöde logo embody fluidity and precision, seamlessly merging form and function.
The brand motif fuses the dynamic ‘O’ and ‘D,’ symbolizing fluidity and balance.
