Flowly

3 Mins Read

Flowly

Your app for pain and anxiety

Flowly, a wellness brand based in America, teamed up with The Outsiders Co. to create a brand for their product – a mobile app to help people with chronic pain and anxiety. We worked closely with the founders of Flowly to understand what the Flowly brand is, who it is for, and how it works to create daily comfort for its users.

A balance of science and wellness

The brand audit and brand positioning exercises helped us define Flowly. It is a brand that teaches users to control and better manage their nervous system by making biofeedback accessible, as well as designing immersive virtual works for comfort and relaxation. Flowly also creates a safe and inclusive community where users can share experiences and advice.

Meet the mascot

Flowly needed a key visual to embody the brand personality. Our starting point was the brand mascot. The objective was to create a personable and friendly companion for users of the app. The mascot’s heart-shaped face became the main feature of the brand – representing its caring nature. The alternating sizes of the face at a rhythmic pace helps users recalibrate and regulate their nervous system through relaxation training.

Brand visual identity development

With the brand mascot completed, we began to design the rest of Flowly’s visual identity system. MADE Tommy Soft and Nunito were chosen as the brand’s principal typography set. Characterised by rounded edges and geometric forms, the typefaces mimick the mascot’s soft nature, and convey the supportive attribute of the Flowly brand.

The colour palette was inspired by the brief moment that separates dusk and nightfall; dawn and daylight, conveying the idea of embracing the present. The pastel tones bring a calming and comforting effect for the overall look and feel of Flowly.

Conclusion

Once the visual identity system was set, we designed brand assets such as digital landscape illustrations, the VR goggles headset and box packaging. This resulted in a more coherent and consistent look for Flowly. A look that conveys what Flowly aims to to make their users feel – relaxed and a sense of belonging in an inclusive community.

By

Published on

Tags

, Branding

Type of project

Brand Strategy

Testimonials

Andrea Monni

Partner, Algebra
"I really enjoyed working with [Superminted]. They provided insights on our branding and positioning and delivered some great work."

Suen Tat Yam

Founder, Monster Day Tours
"[Superminted] is one of the most creative and talented companies I have worked with. I would recommend their full range of services to anyone who is looking for quality work."

Genevieve-Laine Chang

Founder, De Kinder Club
“Great team to work with! Nadine and her team are resourceful, genuine and responsive. Would recommend anyone looking to do branding to speak to [Superminted]!”

Michelle Anne Ng

Senior Marketing Manager, Simmons SEA
“Creative, fun, efficient and most importantly, effective. That is what clients can be assured of. We did 1 TVC and 3 web videos and all performed excellently. We did it within a month and it is the best performed video on Google. The team is absolutely great to work with.”

Julia Wei

Vice President, Integrated Communications (Regional), Lazada
“Energetic, creative and responsive bunch of folks. Great collaborators and very happy with the work.”

Mercedes Chua

Campaign Marketing Manager, Deliveroo
“Their enthusiasm and passion for brand and video production was evident in their work. From conceptualisation, to shoot, and production, the team’s professionalism blew me away! If you’re looking for a partner for your next campaign, you’ll be in good hands.”

Dora Tan

Brand Analyst, BRF Asia
“Agile, supportive and dedicated team with impeccable client service! Also a really genuine bunch that prioritises understanding your business needs to provide tailored solutions. Highly recommended for all marketing and branding needs!”

What’s the mission?

We’re here to help with all things creative.
Or ask us a general question and we’ll get back to you.






    What’s the
    mission?