When Flaus launched in 2021 on IndieGoGo, it wasn’t just another startup entering the personal care space — it was a transformative leap in the oral hygiene category. Garnering full funding in under three hours and ranking in the top 1% of all IndieGoGo campaigns ever, Flaus proved there was real consumer demand for a smarter, more sustainable, and elevated way to floss. Moving away from disposable plastic picks, wasteful floss containers, and uninspiring oral care routines, Flaus offered a modern-day solution designed for efficiency, comfort, and a healthier planet.
But as with many fast-moving crowdfunding successes, the journey from innovative product to enduring brand required more than just momentum. It needed a cohesive visual language, a memorable identity, and a strategic voice — one that could communicate both functionality and fun without losing sight of eco-conscious values. That’s when creative design studio Universal Favourite stepped in to give Flaus a compelling brand overhaul. The collaboration resulted in an unmistakably fresh identity that challenges the norms of dental care aesthetics and positions Flaus as a new lifestyle essential.
Rethinking Green: How Flaus Elevates Sustainable Branding in Oral Care
In an industry often cluttered with generic packaging, tired marketing language, and uninspired design, Flaus arrives as a refreshing anomaly. As the conversation around climate-conscious products evolves, so too must the approach to brand storytelling. Flaus, the innovative electric flosser brand, set out to challenge traditional dental care conventions by offering a solution that combines thoughtful design, planet-positive impact, and real consumer delight. What makes this brand especially compelling is its refusal to follow overused tropes, especially in the eco-branding space, where sameness has become the enemy of sincerity.
From inception, Flaus was about more than just a tool for oral hygiene. It was about sparking a new relationship between people and their daily rituals — one that aligns with their values and lifestyle without sacrificing aesthetics or comfort. The team behind Flaus recognized that the future of sustainable personal care would need to be both emotionally intelligent and visually striking. That balance is where the brand flourishes.
Avoiding the Green Trap: Beyond Bamboo and Beige
The sustainability conversation in branding often feels prescriptive. Companies try to signal environmental consciousness by leaning into a palette of earthy tones, recycled paper textures, and ultra-minimalist layouts. While these visual cues once served to distinguish environmentally friendly products, they’ve now become formulaic. Consumers no longer equate muted green packaging with meaning. They’re looking for depth, authenticity, and innovation — not just recycled graphics or vague promises.
Flaus smartly avoids this trap. Rather than default to stereotypes, the brand reimagines what environmental responsibility can look like when filtered through joy, movement, and creativity. It recognizes that sustainability doesn’t have to be somber or self-serious. It can be playful. It can be exciting. It can be beautifully designed. And above all, it can be part of a broader lifestyle — one that doesn’t compromise visual sophistication or convenience for the sake of moral posturing.
This strategic shift helps Flaus stand out in a saturated market, especially among younger audiences who have become immune to superficial greenwashing. Instead of placing sustainability as a banner, the brand weaves it seamlessly into its DNA — reflected in everything from product materials to the tone of voice to how the brand shows up on digital platforms.
A Brand That Talks Like a Human, Not a Corporation
Perhaps the most disarming thing about Flaus is its voice — clever, relaxed, and a little cheeky. It doesn’t push a guilt-driven narrative. Instead, it leans into connection. The tone reads more like a casual conversation with someone who genuinely gets it — the tension between wanting to do good for the planet but also craving something that feels premium, useful, and thoughtfully crafted.
This language is instrumental in helping the brand bridge the gap between sustainability and self-care. In a landscape where many eco-friendly brands speak in robotic, overly formal tones, Flaus instead uses personality as its vehicle for change. It shows that environmental responsibility can co-exist with personal expression, modern lifestyle aesthetics, and even humor.
The tone of Flaus doesn’t alienate — it invites. It encourages without lecturing. It validates the desire for convenience while introducing a better, more sustainable alternative. And this voice is consistently applied across every touchpoint, from packaging to web copy to social content, ensuring the brand experience feels cohesive and human.
Design-First, Planet-First: A Visual Language That Sparks Joy
If there’s one place where Flaus excels with unmistakable flair, it’s visual identity. While most dental care products default to clinical whites and uninspired blues, Flaus’s aesthetic is rooted in what can only be described as retro-futuristic optimism. The logo, crafted with typographic charm, integrates subtle nods to dental shapes — without slipping into the obvious or cartoonish. It’s imaginative, dynamic, and expressive, inviting curiosity while establishing trust.
This sense of play is extended across the brand system. The color palette is bright but balanced, vibrant but never overwhelming. Typography choices challenge the sterile nature of the category, opting instead for fonts with personality and presence. Founders Grotesk X-Condensed and Untitled Sans add visual distinction and legibility, ensuring that the brand remains both stylish and functional.
Most importantly, the design system isn’t just about looking good — it reflects Flaus’s values. The product’s eco-friendly function is echoed in the way the visual identity reuses, adapts, and surprises. It’s not static. It moves. It breathes. It’s designed to evolve with the brand and its users — much like the values of the people it serves.
Functionality Meets Flair: Where Innovation Drives Experience
A key factor in the success of Flaus is that its sustainability isn’t just a message — it’s built into the product experience. The device itself is designed to reduce waste by replacing single-use flossers and plastic-heavy packaging with a reusable, rechargeable tool. But more than that, it solves a core consumer pain point: traditional flossing is awkward, ineffective, and easy to skip. Flaus makes it intuitive, effective, and even enjoyable.
This user-centric innovation enhances the brand’s credibility. It doesn’t just talk about being green — it delivers on the promise through functional design and durable materials. It turns a routine people dread into one they look forward to, all while lowering environmental impact. That fusion of practical innovation and thoughtful design makes Flaus not only more desirable but also more sustainable in the long term.
When a product performs well and aligns with values, it becomes more than just a utility — it becomes a part of daily life. Flaus has earned that place by ensuring every interaction, from product unboxing to daily use, feels intentional and rewarding.
Speaking to a New Generation of Thoughtful Consumers
Today’s consumer is radically different from the customer of a decade ago. They are informed, connected, and highly discerning. They seek brands that reflect their personal ethos — ones that do not just meet a need but resonate emotionally and ethically. Flaus understands this implicitly.
Instead of creating a generic product and adding sustainability as a feature, the brand integrates those values into the core concept. It speaks to consumers who are done compromising — who want cleaner habits, sleeker design, and meaningful change. And in doing so, it creates loyalty not through discount pricing or generic appeals but through alignment in purpose.
This approach is especially potent in the wellness and beauty-adjacent industries, where consumers often make purchasing decisions based on how a brand makes them feel. Flaus’s storytelling, imagery, and packaging are crafted to deliver a sensory experience — and in doing so, it builds trust through transparency and emotional connection.
Redefining What It Means to Be a Conscious Brand
The sustainability movement is undergoing a metamorphosis. What once started as a niche concern is now a cultural imperative. However, many brands still misinterpret this shift, treating sustainability as an accessory rather than a foundational principle. Flaus challenges this thinking by redefining what a conscious brand can be.
It doesn’t follow the expected path — it paves a new one. It doesn’t simplify — it sophisticates. And that’s what makes it so effective. The brand embodies a modern perspective: sustainability isn’t a constraint, it’s a canvas for creativity. By blending responsible design with expressive aesthetics, Flaus creates a blueprint for how future-focused brands can flourish.
The result is a brand that is simultaneously grounded and aspirational. It feels tangible and relevant yet elevated and rare. It balances logic and emotion, utility and beauty. In short, it reflects the evolving identity of its users — people who want to care for themselves and the world in one elegant, considered motion.
The Future of Sustainability Is Personal, and Flaus Gets It
As consumer preferences continue to evolve, brands will be increasingly measured by their ability to align with deeper lifestyle values. Flaus is ahead of that curve. It doesn't just offer a solution to a common problem — it redefines the experience surrounding it. By removing the visual noise, tired narratives, and green clichés, Flaus has created a brand that feels entirely new yet immediately resonant.
This is what modern sustainable branding looks like: intelligent, expressive, user-focused, and deeply human. It’s not about shouting your values — it’s about living them in every detail. Flaus achieves this with authenticity and verve, showing that environmental responsibility can be an extension of self-expression, not a limitation of it.
In the end, Flaus proves that real innovation isn’t just about product design or material choices — it’s about reimagining the relationship people have with the everyday. And in doing so, it delivers something rare: a reason to care, a reason to smile, and a reason to floss.
Redefining Oral Care Through Design: Flaus's Visual Renaissance
In a landscape where oral hygiene brands have long been trapped in the cold grasp of sterile aesthetics, Flaus emerges as a disruptive voice in the visual narrative of dental care. The brand has proven that brushing and flossing routines can be infused with creativity, curiosity, and even delight. Instead of leaning into lifeless blues, clinical whites, and uninspired sans-serifs that dominate the category, Flaus embraces a radical design language — one that speaks to the future through the lens of nostalgia.
At its core, the brand is driven by the idea that oral care can — and should — be an experience. Not one confined to sterile packaging and uninspiring messaging, but one that ignites a sense of personal style, wellness, and environmental purpose. And it all starts with how the brand looks and feels in the world.
Nostalgic Yet Forward-Thinking: The Birth of a New Aesthetic
The term "retro-futurism" perfectly encapsulates Flaus’s unique visual approach. It’s a genre of design that fuses past visions of the future with contemporary cultural sensibilities — drawing from an era where chrome, color gradients, and quirky shapes expressed optimism about what lay ahead. Flaus draws on this spirit to create a brand identity that’s instantly engaging and deeply refreshing.
This isn’t nostalgia for nostalgia’s sake. It’s strategic. The retro-futuristic aesthetic used by Flaus evokes a sense of emotional familiarity while simultaneously challenging modern expectations. It connects with consumers on a visceral level — tugging at their memory while guiding them toward a better future. In the realm of dental care, where trust is paramount and visuals often feel overly sterile, this design departure helps to humanize and warm up the category.
The retro-futuristic language becomes a portal into the brand’s deeper intentions: to reimagine oral hygiene not as a chore, but as an extension of personal expression and intentional living.
A Logo with Personality: Typography That Tells a Story
At the heart of the Flaus identity is a logo that’s as intelligent as it is imaginative. Developed using a customized interpretation of the CHEE typeface from Ohno Type Co, the Flaus logotype achieves a delicate balance between playfulness and clarity. It is not simply a word — it’s an emblem that captures movement, vitality, and ingenuity.
What makes it truly remarkable is how it integrates product symbolism without being literal. The stylized A and U take on the form of teeth — subtle enough not to shout, yet clever enough to spark recognition. This gesture pays homage to the oral care roots of the brand while infusing the typography with kinetic energy and warmth.
Unlike the muted sans-serifs seen on shelves of drugstores, Flaus’s logo is alive. Its gentle curves and expressive proportions suggest fluidity — mirroring the ease of using the product itself. It doesn’t scream authority in the way that traditional healthcare branding often does. Instead, it speaks with empathy and personality, inviting users into a brand that feels intuitive, not instructional.
A Harmonious Type System: The Balance of Form and Function
Typography, when done right, becomes the unsung hero of a brand system — and in Flaus’s case, it plays a pivotal role in shaping tone and perception. To complement the lively logomark, the design team implemented a multi-font approach, using Founders Grotesk X-Condensed and Untitled Sans to create visual rhythm and balance across applications.
Founders Grotesk X-Condensed provides the foundational voice for the brand’s headlines. Its tall, narrow form commands attention without overwhelming. It speaks with poise and precision, acting as a strong counterpoint to the more jovial wordmark. This font carries the weight of reliability — essential in a product category rooted in trust.
Untitled Sans, on the other hand, performs as a workhorse font across body copy and interface components. Clean, accessible, and contemporary, it allows the brand to maintain legibility without sacrificing style. Together, these fonts allow the brand to communicate across digital and physical environments with consistency, sophistication, and clarity.
The dance between these typefaces mirrors the brand’s core philosophy: you can be fun and functional, elegant and expressive, modern and approachable — all at once.
Color as Emotion: Breaking from the Dental Norm
Color is among the most overlooked tools in branding — and yet it holds immense psychological power. Flaus uses color not as a background filler, but as an active design decision meant to evoke emotional resonance. The palette is energetic and unexpected, deviating sharply from the cold, over-sanitized visuals that plague the dental care market.
Rather than soft greens and predictable whites, Flaus embraces gradients, warm tones, and contemporary pops that feel more at home in a high-end cosmetics brand than an oral care product. This choice isn’t accidental. It’s about reframing the user’s mental and emotional association with oral care. The colors feel alive — reinforcing the idea that flossing isn’t a sterile medical task but a part of your lifestyle.
The vibrant palette also offers versatility. It supports product packaging, social media assets, motion design, and physical brand environments with equal ease. It signals energy and vitality while remaining tasteful and on-brand — never brash or chaotic.
Packaging That Speaks Volumes Without Saying a Word
Packaging has always been more than just protection for a product. It is, in many ways, the first impression. For Flaus, that impression needed to carry the brand’s ethos of sustainability, innovation, and individuality. The packaging system developed around the retro-futuristic visual language delivers on all fronts.
The physical form factor is sleek and tactile. Reusable materials reduce waste, while the unboxing experience has been carefully curated to elicit delight. Each detail, from internal compartments to graphic layout, reflects an understanding of both user experience and environmental consciousness.
Flaus’s packaging doesn’t rely on recycled brown kraft paper to signal eco-friendliness. Instead, it shows that sustainability can look refined, even luxurious. The messaging remains minimal, supported by clean iconography and purposeful use of space. There’s no shouting — only subtle signaling of values.
It’s a design that understands the power of silence, of allowing form and texture to speak where words might over-explain. This elevates the brand’s desirability and trustworthiness in a way that truly sets it apart from others in the category.
An Ecosystem of Expression: Extending the Brand into Experience
The true test of any brand identity is how well it holds together across multiple touchpoints — from website to retail shelf, from social feeds to customer support interactions. In this, Flaus excels. Its visual language is not a one-off aesthetic; it’s a living ecosystem that scales effortlessly across media.
Motion graphics utilize the brand’s curved lines and organic shapes to emphasize fluidity. Photography is modern and intimate, avoiding clinical lighting in favor of soft, expressive compositions. The website blends product storytelling with lifestyle content, offering users a seamless digital journey from education to purchase.
Even the smallest components, such as illustrations, icons, and animations, feel meticulously considered. They never detract from the message — they enhance it. This consistency ensures that Flaus is not just a collection of well-designed parts, but a coherent, immersive brand that builds trust through repetition and delight through detail.
Every piece fits. Every touchpoint tells the same story — that oral care can be both deeply personal and beautifully universal.
Designing for the Future of Wellness and Sustainability
What Flaus has achieved with its retro-futuristic design isn’t merely aesthetic differentiation — it’s a strategic reframing of what oral hygiene can be. At a time when consumers are seeking alignment between their values and their purchases, Flaus answers with a visual identity that celebrates care, creativity, and consciousness in equal measure.
It speaks to a new generation of users who demand products that work well, feel good, and reflect their identity. It challenges the assumption that dental care must be either clinical or juvenile. Instead, it proves that design can drive change — that a visual shift can rewire habits and reimagine rituals.
Flaus’s visual identity is not a costume. It’s a reflection of the brand’s soul. It invites people to participate in a movement that is not only about better flossing, but about better living — where sustainability, innovation, and style converge in everyday moments.
In rethinking the very appearance of oral care, Flaus has created something much bigger: a cultural moment for wellness products that don’t just sit on your bathroom shelf but actually speak to your values. And if the future of self-care is going to be led by brands that embrace such bold creativity, then Flaus is already several steps ahead.
Turning a Utility into a Lifestyle Movement
One of Flaus’s greatest accomplishments through this rebrand is its transformation from a single product into a broader lifestyle proposition. Flossing, a daily ritual that many people dread or skip entirely, is reframed as something aspirational. With its new branding, Flaus doesn’t just sell a device — it sells a lifestyle of intentional care, subtle luxury, and thoughtful consumption.
Consumers today don’t simply look for effectiveness; they’re shopping for meaning. Whether it’s beauty, wellness, or home care, they want products that align with their ethics and identity. Flaus delivers on this desire by bridging utility and emotion. It’s not just better for the planet — it also feels better in your hand, looks better on your counter, and inspires better habits through sheer visual delight.
From packaging design to digital assets, the new Flaus brand identity encapsulates this full spectrum. Soft gradients, unexpected color palettes, and illustrative motifs further the brand's playfulness without sacrificing professionalism. The overall result is a tactile, joyful aesthetic that reinforces the brand’s promise at every touchpoint.
Meeting Consumer Expectations with Innovation and Intent
Flaus’s rebrand does more than differentiate — it elevates expectations for what oral hygiene brands should be. By stepping into a hybrid space that intersects technology, design, sustainability, and lifestyle, Flaus proves that even the most overlooked routines can be revolutionized with the right mix of innovation and storytelling.
This approach also caters to a shifting consumer base. Younger audiences are increasingly skeptical of superficial branding and demand greater transparency, sustainability, and aesthetic relevance. Flaus acknowledges this shift by building its story around authenticity and intentionality. There are no gimmicks — just a smart product with an equally smart identity.
The flossing device itself also complements this ethos. It’s electric, reusable, and far more effective than traditional floss. But more importantly, it’s packaged and presented in a way that makes it feel like something you want to use, not just something you have to. This behavioral shift — turning obligation into enjoyment — is what sets Flaus apart.
A Design Collaboration Rooted in Trust and Creative Vision
The partnership between Flaus and Universal Favourite illustrates what’s possible when vision aligns with execution. The studio’s multidisciplinary approach brought together strategy, design, and tone in a way that didn’t just “refresh” a brand, but completely reimagined its potential.
Every detail, from the typography to the tone, is deliberate. The entire brand experience feels cohesive and holistic — not an add-on to a good product, but a vital part of what makes the product successful. The visual assets are bold without being overwhelming, modern without feeling cold, and vibrant without veering into trend-chasing.
This clarity of vision is increasingly rare in the wellness and personal care industry, where many brands opt for surface-level aesthetics without grounding them in deeper purpose. Flaus, however, integrates both seamlessly.
Embracing the Future of Conscious Consumerism
As oral hygiene joins the ranks of self-care, beauty, and tech as a growing lifestyle category, brands like Flaus are setting a new precedent. The industry is no longer about clinical effectiveness alone — it’s about emotional resonance, environmental integrity, and everyday delight.
Flaus understands that personal care is a reflection of personal values. And with the rise of conscious consumerism, the demand for products that are both good for the user and good for the planet is only accelerating. This shift marks an opportunity — and Flaus is at the forefront, delivering a product that matches values with utility in one sleek, stylish package.
By reimagining flossing not as a task but as a ritual, and by designing every part of its brand with intention, Flaus invites consumers into a new narrative: one where oral care isn’t just part of hygiene, but part of holistic, joyful living.
The Next Chapter for Flaus and the Future of Wellness Brands
Flaus is more than a product success story — it’s a case study in how intelligent branding can shape consumer habits and shift entire categories. From its start as a crowdfunding marvel to its current position as a leader in design-forward, eco-conscious oral care, Flaus’s journey showcases the power of creative collaboration, brand integrity, and innovative design.
The influence of Flaus’s branding could extend far beyond dental hygiene. As more brands seek to create identities that resonate on a deeper level, Flaus provides a blueprint for how to build a brand with heart, style, and purpose. Its visual identity is striking, its messaging is sincere, and its mission is unwavering.
This is more than a design makeover — it’s the emergence of a brand that truly understands what modern consumers want: products that are practical, beautiful, sustainable, and enjoyable. And if that becomes the standard, then the future of wellness brands looks brighter — and perhaps a little more flossy.
Flaus’s story is still unfolding, but its vision is already clear. The brand has not only reinvented how we view flossing — it’s redefined what’s possible when sustainability, innovation, and creative storytelling converge in one powerful, planet-conscious package.
Final Thoughts:
The transformation of Flaus is more than a case of excellent rebranding — it’s a signal of where the future of personal care is headed. At a time when many industries are grappling with how to balance environmental responsibility, aesthetic appeal, and consumer trust, Flaus offers a rare, holistic solution. It shows that it’s not only possible to be both sustainable and stylish — it’s necessary.
Flaus represents a new wave of oral care innovation — one that treats everyday routines with the same design consideration and emotional intelligence as fashion or technology. By embedding sustainability into the product itself and pairing it with a visual identity that defies industry norms, Flaus encourages people to rethink what self-care really means. It’s no longer enough to have effective products; consumers want tools that resonate with their lifestyles, values, and identities.
The creative partnership with Universal Favourite has been instrumental in bringing this vision to life. The design choices — from the retro-futuristic logo to the energetic color palette and modern typography — weren’t just aesthetic decisions, they were strategic. Every detail supports the idea that oral care can be fun, expressive, and environmentally intelligent. This brand doesn’t rely on gimmicks; it leads with intention and invites users into a movement that feels fresh and empowering.
Most importantly, Flaus manages to transform an overlooked category into a space of possibility. It reclaims flossing from being a mundane chore and reframes it as a ritual of self-care, worthy of attention and joy. In doing so, it taps into something deeper: the power of design to influence behavior, encourage mindfulness, and improve daily experiences.
As consumers increasingly prioritize thoughtful consumption and aesthetic pleasure in equal measure, Flaus stands at the crossroads — not just as a flossing device, but as a symbol of the kind of brand modern consumers are hungry for. Authentic, design-driven, and deeply intentional, Flaus is more than ready to lead a new era in oral care — one that leaves behind outdated ideas and looks confidently toward a more sustainable, joyful future.
