The branding behind flo. displays subtle research into the foundation of veganism by Donald Watson in 1944, as well as creating a fun and playful twist to the idea of eating hot food. Illustration of the kangaroo integrates the brands USP of playing it cool, and ‘kicking out’ the spice. The brand campaign focuses on the idea of ‘playing it cool’ when you have eaten something a bit too hot for your liking. The twist is to show people in need of the drink, to highlight that flo. is the solution for your needs.

The photography shows people’s instant reaction to eating a Habanero Pepper (rated 350,000 on the Scoville scale), which led to a playful campaign to show the importance of flo. and the idea that the majority of the population are unable to handle spice. The tone of voice plays with this messaging to show that flo. has the solution for you. Consistency of the brand identity was followed across multiple digital platforms.

^{*This is an independent case study.}