Flo is a jewelry brand that uses recycled plastics to make light-weighted, easy-care, and aesthetic accessories for daily wear. It explores the unique attributes of plastics as a material in jewelry making, and in the meantime, chooses recycled plastics to ease the environmental burden as an additional outcome. Instead of only attracting environmental protectionists, or forcing everyone into one, this brand targets a wider range of audiences who are open-minded and willing to try new things.

Except for the regular product line, we have Flo Lab, Flo Pure, and Flo Blue.

Flo Lab
Educational programs that provide workshops for participants to make jewelry by using plastic waste they bring in.

Flo Pure
It’s a premium line that is phthalates and bisphenol A (BPA) free for people who have sensitive skin and are allergic to these two chemicals.

Flo Blue
It’s specifically focused on blue recycled plastics. Blue is one of the most abundant colors of plastic wastes and is usually hard to be recycled and reused because of the dark pigments. We will donate part of the revenue from this product line to environmental protection programs.

This project aims to develop a unique visual identity for Flo.

I did researches on existing brands that are making jewelry with recycled plastic. Most of them are only emphasizing and prioritizing the environmental benefits in their branding and visuals, and are looking similar to environment protection projects instead of jewelry brands that should fulfill the decorative needs in the first place.

Therefore, I want this jewelry brand to serve the decorative needs first, and break the rule that only jewelry made from precious metals or natural materials is perceived as “premium”. Plastics can be a new option with more possibilities in the appearance and the “easy care” attribute. Therefore, the ethical and sustainable part of this brand is not the only reason why people would consume the products. Customers make purchases without thinking that it’s only for the sake of “doing something good for the planet”, which can result in engagement of a larger range of audiences, continuous buying behavior, a long-term commitment to reducing plastic rubbish, and an ongoing awareness of sustainability.

A comprehensive visual identity is established with effective advertising solutions.