Client: FLOE Alternative Beverages

Industry: Wellness & Cannabis Beverage

FLOE is a THC and CBD-infused seltzer brand designed for the wellness market. Their product blends adaptogens, hemp-derived ingredients, and natural flavors to create an experience that’s as calming as it is uplifting. The brand needed a distinct identity to stand out in a crowded, often misunderstood category, and to build trust with new users.

A refined WordPress website was built with seamless Shopify integration to power a lightweight, responsive e-commerce experience. We designed a bold but calming digital space that supports product discovery, education, and purchasing — all while reinforcing trust through design clarity.

We tackled FLOE’s biggest UX and branding challenges: a complex product story, the need for legitimacy, and the desire for a visually calming experience. Our solutions centered around mood-based navigation, visual transparency, and a soft, thoughtful design language that guides focus and builds trust.

Early explorations of the logo and can designs reveal the thinking behind FLOE’s organic, grounded visual identity. From botanical motifs to calming linework, the brand began by balancing wellness cues with clarity and modernity.

A comprehensive brand system was created, including logo usage, color palette, typography, iconography, and packaging rules. These ensured consistency across digital, packaging, and promotional touchpoints.

FLOE’s palette uses soft greens, blues, and lavenders to evoke wellness and calm, with bright accents suggesting clarity and elevation. Each color, from “Starry Night” to “Neon Sea”, was selected for emotional resonance and accessibility.

We paired Avenir Next for its clarity and modernity with Georgia Italic for moments of personality and emphasis. This balance supports both legibility and emotional expression across brand touchpoints.

The final FLOE logo features elegant typography paired with a symbolic cannabis leaf and droplet icon. The icon subtly signals the product’s core ingredients while remaining sophisticated and compliant.

FLOE’s can designs communicate wellness through watercolor-style landscapes and minimalist labeling. Each drink is color-coded and features layered greens to reinforce natural ingredients and purity.

We curated a visual language centered around wellness rituals, botanical textures, and modern still life photography to shape FLOE’s art direction. Photography would need to feel fresh, intentional, and calming.

Inspired by our mood board, we developed a suite of imagery featuring fresh ingredients and close-ups of cans in natural lighting, bringing both the product and its benefits to life.

Posters showcase our imagery in bold, contemporary layouts for retail and promotional use. These reinforce FLOE’s premium status and make it easy to extend brand assets to print.

We created custom Spotify playlists for each flavor profile. Each playlist is visually linked to its can design, blending audio and visual branding into a new kind of mood-based product experience.

An audit of competitor websites revealed a gap: most brands either leaned too clinical or too recreational. FLOE needed to strike a new balance: high trust, low stress, with strong design polish.

We designed a responsive site that educates and sells with clarity. Ingredient callouts, transparent sourcing, drink recipes, and embedded playlists offer deep product understanding and brand immersion.

Each ingredient in a drink has its own flipping card illustrated on the front, with scientific and wellness info on the back. These microinteractions add delight while deepening understanding through UX motion.

Shopify powers the cart and checkout, but we ensured it visually and functionally aligns with the rest of the WordPress site. The result is a unified, intuitive shopping experience without unnecessary complexity.

We rendered rotating can videos in After Effects to serve as marketing assets for social and web. These smooth, slow pans highlight both product quality and attention to detail.

Responsive layouts were carefully adapted for mobile, with stacked components, generous touch targets, and performance-optimized media. The goal: the same serene experience on any screen.