Floss is a concept store whose selection includes new shoes with history (mostly sneakers), books, and magazines. Floss is not just a meeting place for a seller and a buyer is a unique brand that conveys lifestyle, inspiration, and deep respect for the streetwear culture. All this formed the basis of the identity and visual communication of the company.
Floss builds its identity on a balance of opposites: high and low, new and old, trendy and vintage. Floss is inspired by the streetwear aesthetic of the 70s, but exists in today's tech world. This balance becomes the red line of all brand communication.
As part of the work on the identity, we determined the photo style of the brand and conducted several photo shoots, as well as developed an image scanning style.
Floss combines vintage aesthetics, magazine layout, collage, analog technologies (risograph and scanner aesthetics), tactility, cutting-edge sneaker silhouettes, bold typographic solutions, bright and ironic animation.
