flip: circular living
Karena Deng
flip is a speculative cleaning brand focused on bringing circular and sustainable practices to the everyday home through material exploration, branding, and packaging. flip aims to educate people on the harmful impact non-renewable materials in the cleaning industry has in our homes and on our health.
problem space
cleaning products contribute to a plastic-heavy and pollutant industry, both in their packaging and formulations yet are one of the many frequently used items in our homes. many are also unaware of the potential health risks cleaning chemicals pose to people and animals.
purpose
flip is a cleaning brand that is fully sustainable, using compostable and non-toxic materials and formulations with the goal of bringing circular/sustainable practices to the everyday home.
promise
we promise to provide an effective cleaning experience while using non-toxic and biodegradable materials so that you can be kind to your home, body and the environment.
flip’s bottles
flip’s cleaning bottles are 3D printed using PHA, a 100% biodegradable material while the labels are created using risograph, a stencil-style printing technique that uses vegetable-based ink, making it both efficient to produce and environmentally safe.
refill packets and box
campaign
the campaign exists to introduce the brand and as an awareness campaign aiming to bring to light the dominance of plastics in the cleaning industry and destigmatizing sustainable alternatives. the deliverables include street posters, digital billboards, and a zine.
brand identity
logo
flip’s logo uses the typeface “anth,” a serif transitional-inspired typeface with a clean yet friendly look.
the “i” is flipped creating both an idea of transition and playing into the name itself.
the icon, derived from the wings of a dragonfly (representing adaptability and transformation), resembles a leaf, bringing it back to flip’s core value of sustainability.
typography
brand colours
illustrations
values
simplicity, sustainability, awareness,
cleanliness, health
tone of voice
when we speak, we sound fresh and purposeful.
we are never condescending, nor ambiguous.
we can be guiding, without being pushy.
tagline
made for every home.
cta’s
clean your space, clean our home.
be kind to your home. be kind to your body.
clean, without the waste.
empty? compost me.
