Flowense is a family of incense. A traditional product for the modern consumer. The competitive advantage of Flowense is being a traditional product, but its effect is based on science, for the Western world. It is based on the flow theory by Mihály Csíkszentmihályi. The use of the product induces the Flow state.
The new Flowense product family has 3 scents for different purposes: Relax with lavender. Promise: using this, you will experience complete relaxation. Recommended for rest, yoga, wellness spa. Focus with mint. Promise: using this, you will be able to maximize your mental performance. Recommended for home office, high level of concentration. Activity with lemongrass. Promise: using this, you will get the most out of your sport activities. Recommended for intensive physical activities.
All members of the family contain 100% natural ingredients, are handmade, and the packaging is fully recyclable.
The Flowense packaging design completely omits the Oriental visual content, and attaches a scientific minimalistic design to the brand. The most important function of the packaging is to contain the three scents in one unit for convenient storage. The selected matchbox style and the divided inner tray is fitting for this purpose.
To be avoided in the graphics design: multiple contrasting colors, antiqua and script fonts, circles, arcs.
Since a traditional product is recreated on a scientific base, the design should reflect this. Therefore, the rounded forms are to be avoided. The purpose was a modern appearance, the type font cannot be antiqua or script. The selection had to be a simple grotesque font. To stand out from the traditional Oriental incense, the illustrations must not have to use such graphics. Moreover, as the product name is abstract, the scents could only be communicated via drawings, not photography.
One speciality is the divided tray. This way the consumer receives all the scents, but those can easily be differentiated. The striped graphics on the matchbox also serves this purpose. The colors and the illustrations designate the three different scents. These colors and shapes appear on other brand communications also, educating the consumer. Another property to help Flowense stand out from the competitors on the shelf is the clear, fine packaging.