Flo: A Revolution in Alkaline Water Branding

Matter Branding's Innovative Design Approach Wins Golden A' Packaging Design Award

Water is an elemental part of existence, and this fact was the main inspiration behind Flo. Matter Branding sought to encapsulate the nurturing quality of water, a quality that flows through every aspect via the cycle of life. The brand is protected by a circular shape, symbolic of the wholeness and purity of water, which are the most celebrated traits of water, and in this case, alkaline water.

Matter Branding was approached to create a premium brand for the only Alkaline water to be released in Egypt. The challenge was to create a brand name and design that were unique and strong enough to become the most aspirational, Egyptian, water brand in the market. With a modern, progressive, and artistic persona, Matter Branding set to work to create an intricate brand that conveys its values of being bold, sophisticated, and vibrant.

The project started in February 2017 in Cairo, Egypt, and ended in June 2017. The research was limited to the concept creation aspect of the brand, focusing on naming and design. The team worked on finding the right concept that would convey what the brand stands for, provide the right desired perception for the brand, and make the brand relatable to its target audience.

The main challenge for this project was creating a truly unique water brand that could penetrate a highly saturated market, making it a go-to option as much as the global competitors, while highlighting the fact that it is a truly local, Egyptian, brand. Despite these challenges, Matter Branding's team, including Amr Thabet, Janan Osama, Majd El Sherif, Dina Aly, Mohamed Afifi, and Mariam Hamdy, managed to create a design that was both appealing and effective.

Their efforts did not go unnoticed. Flo was awarded the Golden A' Packaging Design Award in 2018. The Golden A' Design Award is granted to marvelous, outstanding, and trendsetting creations that reflect the designer's prodigy and wisdom. They are venerated products and bright ideas that advance art, science, design, and technology, embodying extraordinary excellence and significantly impacting the world with their desirable characteristics.

In conclusion, Flo stands as a testament to Matter Branding's innovative design approach. Despite the challenges of a saturated market, the team managed to create a unique and strong brand that has become the most aspirational, Egyptian, water brand in the market. Their efforts have not only resulted in a successful product but also recognition from the prestigious Golden A' Packaging Design Award.