An independent archive of typography.

Flaus visual identity

Contributed by Universal Favourite on Dec 16th, 2022. Artwork published in
circa December 2022
Flaus visual identity 1
License: All Rights Reserved.

Off the back of some incredible crowdfunding success that saw them rise to the top 1% of all Indiegogo campaigns (ever!) Flaus asked us to set the vibe for the world’s first planet-friendly electric flosser. Never one to turn down a toothsome opportunity, we dove in from strategy right through to social media to help bring life to the brand that’s opening up a whole new world of oral healthcare.

Heavily influenced by the retro-futuristic brand direction, the logo is a customised quip on Cheee from OH no Type Co., with both the A and the U taking the shape of teeth. Its chubby, expressive character challenges the category norms of clean, sans serif and subtle typefaces, signifying the brand’s distinct difference in the oral beauty space.

Our headline font, Founders Grotesk X-Condensed, was chosen to represent the brand’s first product – tall and lean, it demands attention and trust while retaining a softness and creating balance with the fun of the brand mark. It sits alongside the Untitled Sans workhorse and both typefaces are used across every touch point of the brand identity.

Brand strategy: Untangld
Brand writers: Cat Wall, Amy Scott
3D illustration: Mitchell Eaton
Photography: Tobias Rowles
Prop stylist: Chloe Wilson
Wardrobe stylist: Oriana Deluca
Website development: Ten Two
Packaging solution: Think Packaging

Flaus visual identity 2
License: All Rights Reserved.
Flaus visual identity 3
License: All Rights Reserved.
Flaus visual identity 4
License: All Rights Reserved.
Flaus visual identity 5
License: All Rights Reserved.


  • Cheee
  • Founders Grotesk Condensed & X-Condensed
  • Untitled Sans




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