Floss is a concept store whose selection includes new shoes with history (mostly sneakers), books, and magazines. Floss is not just a meeting place for a seller and a buyer is a unique brand that conveys lifestyle, inspiration, and deep respect for the streetwear culture. All this formed the basis of the identity and visual communication of the company.
Client
FLOSS
2020
Contribution
Visual identity
Visual communication
Team - Kurt
Roman Shtein, Jenya Shtein
Egor Shaklunov, Yana Igonina
Inspiration
Floss builds its identity on a balance of opposites: high and low, new and old, trendy and vintage. Floss is inspired by the streetwear aesthetic of the 70s, but exists in today's tech world. This balance becomes the red line of all brand communication.
Concept store:
Floss is not your ordinary concept store; it's a vibrant fusion of history, style, and culture. Nestled in the heart of urban fashion, Floss transcends the traditional boundaries of commerce to become a lifestyle brand that celebrates the essence of streetwear. With a carefully curated selection of sneakers with stories to tell, books that inspire, and magazines that capture the pulse of the street, Floss is more than just a retailer; it's a destination that breathes life into the streetwear ethos.
Core identity:
Drawing inspiration from the gritty aesthetics of 1970s streetwear, Floss ingeniously situates itself in the contemporary tech-driven world, weaving a narrative that's as timeless as it is cutting-edge.
This duality, this balancing act, is the red thread that runs through every facet of the Floss brand. From the carefully selected vintage aesthetics to the bold, modern typographic choices, every design element tells a story of its own. Floss isn't merely content with paying homage to its roots; it's a brand that lives, breathes, and evolves with the spirit of the streets.
As part of crafting the Floss identity, extensive efforts were made to define the brand's unique visual style. Multiple photo shoots were meticulously executed, each capturing the essence of Floss's diverse offerings and the urban landscapes that inspire them. These photos are more than just images; they're windows into the world of Floss.
Scope of work
Work on the brand identity included the development of a corporate identity, a detailed guideline, development of tone of voice and image style, and visual communication on social networks.
