Universal Favourite 28 Flaus

  • Pou Auaha / Creative Directors
    Dari Israelstam, Ali Ozden
  • Pou Rautaki / Strategic Lead
  • Kaituhi Matua / Copywriter Leads
    Cat Wall, Amy Scott
  • Ngā Kaimahi / Team Members
    Lucy McGinley, Laura Brown, Kristen Walsh
  • Kaitautoko / Contributors
    Ten Two, Mitchell Eaton
  • Client

Flaus is reimagining the oral healthcare space, starting with the world’s first planet-friendly electric flosser. 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 or the blur of brands saying the same meaningless things.

Our idea was to create Planet Flaus – a new world 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.

Core to the success of the brand was our ability to visualise Flaus’ core brand offering through the illustration of Planet Flaus. The scenes are hyper-realistic with references to retro-futurism and show a world where anything is flossible.

To bring our vision for Planet Flaus from our brains into existence, it was going to take some other-worldly talent. Enter 3D artist Mitchell Eaton. Intertwining the visual elements with the brand values, together we created five scenes to set the tone for Flaus customers. 'Flaus Islands' is home. It details the brand’s desire to reinvent oral care, taking elements of the electric flosser and turning them into urban structures – the floss head HQ, the magnetic mirror mount monorail. 'Flaus HQ' represents Flaus’ vision for human-centred design, again taking cues from the product. 'Flaus Labs' demonstrates the brand’s dedication to science, research and development and 'Flaus Gardens' shows their commitment to a sustainable, greener future. This is extended through 'Flaus Falls', where elements like the floss heads can be seen degrading in the foreground. Bundled together with a set of product renders, the stunning, imaginative illustration suite was complete.

The imagery is used throughout the brand, from an introduction to the world in their online experience through to socials and out-of-home, and creates a brand that stands out from its competitors.