Floss

FLOSS began with a simple belief: looking after your teeth should feel like something you choose, not something you're told to do. In a category built on sterile whites and bathroom drawers, FLOSS was made to sit on the counter. Its name holds a double meaning, the daily act of care and the urge to show it off. And so, we wanted everything to communicate clinical, futuristic, and quietly indulgent. We set out to create a visual identity with the precision of a lab and the desire of a beauty brand, where mint, powder blue, and blush meet silver and generous negative space.