FLOOF | BRANDING

FLOOF is a vibrant, modern haircare brand created for adults who embrace self-expression and everyday personal care. Modern Theory developed a colourful identity and packaging system that brings confidence, individuality and energy to the beauty shelf.

The collection includes hair oil, shampoo, conditioner, hair mask and hair serum. Every product is assigned a distinctive colour and custom line illustration, helping customers differentiate the products while preserving a consistent brand identity.

Elegant outline illustrations of women using the products celebrate different haircare routines and create a relatable visual language. The minimal illustration style balances the bold colours, giving the packaging a playful yet premium appearance.

The FLOOF wordmark uses a clean sans-serif typeface to communicate a contemporary and timeless character. The playful umlaut above the letter “O” adds a memorable detail that reflects the brand’s expressive and approachable personality.

Organic abstract shapes create movement throughout the identity and extend naturally across product labels, gift boxes, advertising, retail presentations and social-media communication.

The final packaging system combines colourful self-expression with a polished beauty aesthetic, transforming everyday haircare into an uplifting and engaging experience.