Mindfuel Flow

CHALLENGE AND GOALS

After uncovering the core story behind Flow, it became clear that the product was created in response to a growing shift towards mindful consumption, particularly among a Gen Z audience. Positioned as an alternative to alcohol and coffee, Flow is designed to make you feel genuinely good — both mentally and physically. The challenge was translating this feeling into a clear visual story. This led to the concept of grounded mindfulness: a brand that feels calming, natural and subtly on-trend, expressed consistently across every visual touchpoint.

THE OUTCOME

The final design for Flow feels calm, grounded and intentional, with the idea of flow running through every detail. The logo moves seamlessly, with the f flowing into the l and the w curving upwards to create a natural nest for mindfuel. Soft, rolling hills in the background reference the brand’s natural roots while reinforcing movement and balance. Overall, the identity feels natural, calming and confident, reflecting exactly what the product delivers and showing how a strong product story can be woven through every aspect of the visuals.

THEIR DELIVERABLES

• Brand strategy

• 2x Creative direction

• Logo Suite

• Colour palette

• Font selection

• Brand graphics

• Can Design (x3 flavours)

• 3D visualisations

• Brand guidelines

• Brand sheet