Challenge:
Launching into a saturated sustainability market, Flora needed to avoid visual clichés while establishing credibility with architects, custom home builders, and eco conscious developers.
The brand had to:
- Communicate true luxury without feeling cold or corporate
- Signal environmental responsibility without leaning on greenwashing tropes
- Feel modern, elevated, and slightly fashion forward
- Establish trust in a new material technology
The opportunity was to build a brand that felt as refined as the spaces it would ultimately inhabit.
Response:
We began with extensive research, persona development, and mood exploration. Drawing inspiration from high fashion, contemporary organic brands, and progressive material companies, we built a visual direction rooted in organic forms and macro to molecular references.
Avoiding overused environmental tropes was critical. Instead of leaning into predictable greens and earthy palettes, we crafted a sleek, high contrast identity with a slightly feminine edge. The result is a brand that feels confident, refined, and unmistakably modern.
Every decision, from typography to color theory, was intentional. The identity needed to stand up in both architectural presentations and lifestyle contexts, bridging science and beauty seamlessly.
What We Did:
We selected and customized a typeface that embodied the brand’s high fashion yet organic personality, pairing it with a modern sans serif and the monospace typeface Inconsolata to introduce a subtle nod to science and material innovation.
A comprehensive logo system was developed, including stacked lockups, marks, tag integrations, and a standalone logotype, ensuring flexibility across digital and physical applications.
We created a robust, organic color palette that intentionally avoids green entirely, reinforcing Flora’s confidence and distancing the brand from superficial sustainability cues.
The identity was extended across a suite of brand collateral including posters, business cards, totes, swag, and social media assets, ensuring cohesion at every touchpoint.
Finally, we designed and developed a modern, scalable Shopify website to house products, educational content, and brand storytelling. The eCommerce experience was built to grow alongside the company, supporting both direct sales and long term brand authority.
Results:
Flora Materials launched with a bold, differentiated presence in the biomaterials space. The brand immediately positioned itself as design-led rather than trend driven, earning industry recognition and press coverage for both its mission and execution.
With a cohesive identity system and scalable eCommerce platform in place, Flora is equipped to grow alongside its audience and redefine what sustainable luxury looks like in the built environment.
