FLOWBIO | Brand Positioning & Identity Development
Standout commercial creativity to supercharge sales.
Getting an inspirational sports-tech startup geared up to grow..
Brand Positioning & Storytelling..
Sub-brand and I.P. Creation & Branding.
Full Visual Identity Dev from existing logo and colours. (Crush)
Brand Language & Copywriting.
Website Architecture, Copywriting & Content Development.
Website Design and Build (Crush).
Ongoing Founder & Team Support.
Original Logomark (insert).
Context.
FLOWBIO is on a mission to Delete Dehydration. This sports-tech pioneer is taking its proprietary ‘Advanced Hydration Intelligence’ out of the lab and onto the road, enabling athletes - and in time military personnel, construction workers, healthcare professionals and factory floor staff - to ‘hydrate smarter and perform better.’ FLOWBIO invited 17days to conduct an end-to-end brand review, revitalisation and Shopify site design and build as it moved from proof of concept to sales driving. 17days was quickly enthralled by the quality, depth and scale of the company’s ambition and technical expertise.
Initial workshops immersed 17days in the ‘science of sweat’ and the gap in the market we subsequently called ‘The neglected pillar of performance’. Any endurance athlete serious about their performance simply must be investing in their hydration regime as readily as they invest in cutting-edge equipment, wearables and technical apparel, Our deep understanding of the brand and FLOWBIO’s commercial ambitions informed a new articulation of the company’s value proposition, complete with ready-to-go copy, elevated visual identity, technical models and IP branding. The result is a beautifully realised brand and all the assets to deliver world-class comms across stockists, partners, investors and, of course the ‘Intentional Endurance Athlete’ consumer,
The FLOWBIO True Story.
At the core of FLOWBIO’s solution lies ‘The FLOWBIO System’, where the world’s most accurate sweat sensor, the FLOWBIO app and a growing range of partner electrolyte products work together in a continuous learning loop. When an athlete buys from FLOWBIO, they buy the sensor…but what they unlock is the performance-optimising power of FLOWBIO’s personal, ever-evolving and data-driven ‘Advanced Hydration Intelligence’ aka AHi. 17days brought the productisation of this intelligence to the front of the FLOWBIO proposition, giving it it’s name and own visual identity, with a flowing, dynamic and harnessed ‘hydration sphere’. This would sit alongside the core FLOWBIO ‘Hex’ logo that we were asked to evolve and animate, and a new gradient treatment that would both roll out across the brand’s clean, technical and human-centred visual identity.
The FLOWBIO value proposition and identity would immediately reach all audiences - from stockist partners to consumers - through a new, super-slick Shopify website that unquestionably reinforces the quality and integrity of the company’s purpose, product and service. Whilst concise and easy to navigate, the site captures the critical layers of storytelling that truly give consumers something to believe in: scientific depth, athlete endorsement, immediately accessible value, pioneering brand desirability….and the opportunity to get ahead of the competition.
Impact.
FLOWBIO is now at the most exciting stage of it’s three year journey. The product is refined and being manufactured at scale. Investors are engaged. And, the FLOWBIO team of sweat scientists, data technicians, communications specialists and commercial experts is growing in size and traction. With a brilliantly articulated new brand that is easily accessible through an interactive online Brand Book, FLOWBIO is ready to tell its SWEAT IS DATA story with substance and soul.
